IFA 2026 · Berlin

  • Create PR
  • MCI Brand Appeal

The keys to enter Italy

To gain visibility, trust and market presence.

Scroll to open the doors

Access creates presence.

IFA 2026 • Berlin

The keys to entering Italy

There is no universal key to the Italian market. It requires the right combination of local relationships, an understanding of the socio-cultural context, methodological quality and rigorous process execution.

Local relationships

Socio-cultural understanding

Methodological quality

Rigorous process execution

Being present in Italy does not mean being top of mind.

The gateway to the Italian market

Distribution, translated content and online availability can provide access, but they do not automatically generate trust or demand among Italian target audiences.

Access creates presence.

Understanding creates relevance.

Relevance creates demand.

Four aspects that shape market entry

The gateway to the Italian market

01/04

01

A visually aware audience

Italian consumers are exposed every day to products shaped by design, fashion and architecture. They recognise a brand's visual quality, tone and consistency within seconds.

02

Relationship-driven media

Journalists and content creators respond with greater interest to relevant stories and trusted relationships than to mass-distributed press releases or generically translated global content.

03

Editorial timing matters

Seasonal features, showcases, lookbooks and major events are planned months in advance. Even an excellent product can miss its visibility opportunity simply because it arrives too late.

04

Every touchpoint matters

Press materials, social content, events, packaging, retail and customer experience must express the same positioning and the same level of quality.

Who holds the keys

Market access and brand experience, together

Create PR team

Create PR

Media, reputation and relationships

A media and public relations agency based in Milan, with more than 20 B2C and B2B clients across technology, innovation, logistics, retail, food, travel and hospitality. The team manages product, corporate, financial and crisis communications, events and content creator activities for dedicated campaigns and product seeding.

  • Media
  • Reputation
  • Relationships
  • Product, corporate, financial and crisis communication
  • Events
  • Creator activities
  • Product seeding
MCI Brand Appeal

MCI Brand Appeal

Strategy, creativity and production

A strategic communications agency with offices in Crema, Milan and Chongqing. MCI brings expertise in naming, brand identity, advertising, social content, packaging, exhibit and retail design, event creativity, influencer marketing and direct production.

  • Strategy
  • Creativity
  • Naming
  • Brand identity
  • Advertising
  • Social content
  • Packaging
  • Exhibit and retail design
  • Event creativity
  • Influencer marketing
  • Direct production

Create PR establishes, maintains and strengthens relationships with media, creators and stakeholders. MCI designs and produces the brand experience encountered by the public.

A single point of access to the Italian market

One brief

One communications plan

One accountable team

From strategy to local execution

Seven keys. One market strategy.

The set of keys

Each key opens a different stage in the process of building a brand's positioning in Italy: from credibility and experience through activation and measurable growth in results.

Media relations key

K1

Media relations

We build an Italian PR angle for product and corporate communications, as well as financial communications or crisis prevention.

We build an Italian PR angle for product and corporate communications, as well as financial communications or crisis prevention, adapting the story to the context in which we operate rather than simply translating the global press kit.

Integration

The keys only work when used together

visibility without experience is forgotten, while a great experience without relationships risks remaining invisible.

The keys to 360-degree communication

Area 01

Opening the doors to media and real relationships

The first two keys connect the brand with the people who shape attention, credibility and conversation in Italy. Italian journalists do not publish a simple technical data sheet: they tell a story.

For an international brand, this means relying on a local team that already knows the hierarchies of the Italian media, editorial needs, event culture and response times.

K1 • Media relations
Italian journalists do not publish a simple technical data sheet: they tell a story. We identify the local PR angle, prepare the right content and manage the entire communication process. Our case studies include Bose product launches, brand positioning for Cynet, institutional projects for Amazon and thought leadership for Fedespedi.

K2 • Events and direction
In Italy, relationships are strengthened in person. We organise press days, launches, press conferences, networking dinners, openings and speaking opportunities, managing strategy, guests, media, creators, creative direction and production. Projects include MOVA with Luka Modrić, Amazon Delivering the Future, Netcomm events and MCI experiences for Disneyland Hotel, Tecnicaer and Enercom.

  • K1 · Media relations
  • K2 · Events and direction

Area 02

Guiding the brand towards participation and sharing

Visual quality, credible creators and event amplification turn the brand promise into a local experience.

K3 • Event identity and design
MCI designs and produces the entire visual experience: from exhibit and retail spaces to POP materials, from packaging to video and immersive content. Experiences include Disneyland Paris at TTG, Amplifon at the SIO Congress, Pomì-De Rica at Cibus, stands at Cosmoprof and augmented reality projects for the Salone del Mobile.

K4 • Content creator campaigns
We select content creators based on credibility, audience quality and alignment with the brand's values, not just follower count. We define the story, negotiate deliverables, manage relationships and measure results across Instagram, TikTok, YouTube, podcasts and newsletters. Projects include Bose, MEATER, FORME and Amazon Second Chance Deal Days.

K5 • Event amplification
An event has two lives: the live experience and the content it generates. We plan exclusive moments, shooting opportunities and publishing schedules before the event begins, creating a coordinated peak of editorial and social visibility. The major events managed for MOVA and LVG Hotel Collection.

  • K3 · Event identity and design
  • K4 · Content creator campaigns
  • K5 · Event amplification

Area 03

Opening new paths to engagement and data

Targeted seeding and carefully managed promotions create deeper connections with media, content creators and future customers.

K6 • Product seeding
Seeding is not simply shipping. We identify journalists and creators who can genuinely influence the category, turn unboxing into a storytelling moment, produce dedicated bags or kits, manage distribution and returns, monitor coverage and handle follow-up. Bose SoundLink Max, Disney Magic Box and Swisse kits demonstrate how product, packaging and timing can work together.

K7 • Giveaways and contests
In Italy, prize promotions are highly regulated and require careful planning. We design participation mechanics, coordinate compliance and operational partners, involve creators, manage the community and organise prize delivery. The goal is not reach alone, but qualified engagement, community growth and first-party data for future activities.

  • K6 · Product seeding
  • K7 · Giveaways and contests

The journey

From first access to a lasting presence

A structured process turns the conversation started at IFA into a coherent communication programme for the Italian market.

1
Analysis

Analysis

We study the brand, its global positioning, product category, competitors and the expectations of the Italian audience.

2
Strategy

Strategy

We define the local narrative, priority targets, measurable objectives and the right balance between PR, creators, events and content.

3
Project

Project

We build an integrated programme, not a single activity, aligning all editorial, digital and physical touchpoints.

4
Creativity

Creativity

We develop stories, visual assets, event formats, seeding concepts, creator briefs and campaign content.

5
Execution

Execution

We produce, organise, coordinate and measure every activity through a shared workflow and one accountable team.

Time & trust

Communication is not instantaneous

initial results may arrive within a few weeks, but a solid reputation is built through consistent, ongoing work over time, often requiring several months.

Hourglass

OPEN THE RIGHT DOORS FIRST, THEN BUILD A COMPLETE AND CREDIBLE MARKET PRESENCE

Action plan

A modular roadmap that can grow according to the product category, the brand's ambitions and investment level. Open the right doors first, then build a complete and credible market presence.

Joint workshop, competitor analysis, audience mapping and messaging architecture for the Italian market.

Credentials

Doors we have already opened

Experience with international brands, Italian relationships and concrete execution capabilities in communications and design.

The value of one coordinated point of access

Why Create PR & MCI

The brand avoids discontinuities between PR, creativity and production, while gaining local knowledge and direct execution.

01

An international-brand approach

We understand global approval processes, consistency requirements and the expectations of brands entering Italy for the first time.

02

The complete communications value chain

Media relations, creators, strategy, design, events, retail, packaging and production are managed through one integrated plan.

03

Local presence and relationships

Our teams operate from Milan and Crema, close to Italy's leading media, talent agencies, trade fairs and business communities.

04

Tailored senior team

We build the team best suited to the brand, category, objectives and investment level, with direct involvement from senior professionals and hands-on execution.

Final question

Which door to the Italian market would you like to open first?

Get in touch

Meet Create PR & MCI

Let's open the right door.

MCI Brand Appeal

info@mcicom.itwww.mcicom.it

Crema · Milan · Chongqing

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