Milano, 14 maggio 2025 - A year-long research journey, the most esteemed brands in Italy, and a comprehensive analytical approach come together in the Book Four—the culmination of the Best Brands Club’s work—dedicated to exploring brand culture in the age of authenticity and artificial intelligence.

The publication, edited by marketing expert and journalist Giampaolo Colletti, will be officially unveiled on Wednesday, May 28 at 6:00 PM, at MUDEC – Museum of Cultures in Milan (via Tortona, 56). The event, open to the public, is titled “Seeking That Most Precious Thing: Authenticity. Marketing from Special Effects to Special Connections.” The book launch will also be supported by a Digital Out Of Home (DOOH) campaign in major Milan metro stations, thanks to the collaboration with IGPDecaux.

The book offers a detailed exploration of emerging marketing strategies in the digital era, examining the nuanced balance between artificial and human intelligence within an increasingly complex and interconnected market ecosystem. Going beyond traditional demographic segmentation, the analysis underscores how the synergy between human expertise and technological innovation is now fundamental to forging authentic connections with consumers and achieving long-term competitive advantage.

Established in 2021 through the collaboration of NielsenIQ & GfK and Serviceplan Group, with the patronage of UPA and the support of 24 ORE System and Rai Pubblicità, Best Brands Club is a think tank uniting the top brands recognized in Best Brands Italy, the annual research initiative that identifies the most beloved brands among Italian consumers. Its mission is to examine and share what it truly means to build strong, successful brands—both within the professional community and beyond.

The Book Four highlights the experiences of the leading companies from the 2024 edition of Best Brands Italia, featuring exclusive interviews with their Chief Marketing Officers. It delves into their strategic approaches and communication levers, showcasing the perspectives of Amazon, Booking.com, Coca-Cola, Enjoy, Kinder, Mulino Bianco, PlayStation, Plenitude, Samsung, and Subito.

The event will open with welcome remarks by Federico Silvestri, CEO of Gruppo 24 ORE, followed by an introduction from Raffaele Pastore, General Manager of UPA. The opening keynote, “Marketing and Special Effects,” will be delivered by Francesco Giorgino, Professor of Communication and Marketing at Luiss University and Director of the Rai Research Office.

A roundtable discussion with the book’s featured executives will follow, moderated by Giampaolo Colletti. The closing keynote, “Marketing and Special Connections,” will be presented by Nicola Palmarini, Director of the UK National Innovation Centre for Ageing (NICA). The event will conclude with closing remarks from Enzo Frasio, CEO of NielsenIQ & GfK Italy, and Giovanni Ghelardi, CEO of Serviceplan Group Italy.

Following the main program, starting at 7:40 PM, attendees will have the opportunity to continue the discussion during an exclusive networking aperitif, generously offered by TEADS.

The event is in italian language and is opened to the public: register here