Agency Profile
The Columbus/BB Mission To work with leading client companies with high added value products and services to contribute substantial development to their businesses. To increase the quality of the professional life of Columbus/BB partners. To position Columbus/BB as a leading agency for high added value products and services with a flair for creative work aimed at carrying out coordinated and global marketing and communication plans.
Milan, November 2008
* This document version is not updated *
Milano Via Mecenate 76 int. 16 20138 Milano tel. +39/02/5801.8608 fax. +39/02/5801.8610
Corridonia Via dell’Industria 70/A 62014 Corridonia (MC) tel. +39/0733/230079 fax. +39/0733/235859
Information Points COLUMBUS/BB is a division of COLUMBUS/ITALIA, full-service advertising and marketing agency, that has a long experience acquired with important users of communications such as TVS, Guzzini, De Cecco, Les Tropeziennes, Manas, Ralston, Bally, Roland Europe, etc COLUMBUS/BB works in the business sectors of clothing textiles, quality and luxury consumer goods and cultural and corporate events. The delicacy of the subject-matter and the sophistication of the operations require extreme care in the selection and allocation of the best human resources. The staff are made up of highly experienced professionals. In Italy over recent years business communication for the fashion, luxury accessories, furnishings and design object markets has developed above all as a communication of the product. COLUMBUS/BB’s professional approach to business communication is multi-faceted and includes, apart from product communication, corporate communication, marketing support, marketing communication, merchandising and sales promotion. COLUMBUS/BB believes that integrated communication does not consist of the simple sum of individual operations (advertising, PR, promotions, press office, marketing), but of a synergic mix of these elements constantly aimed at maximizing the client’s resources in order to reach established marketing objectives.
Working Strategy Development Global Communication Global communication, multimedia attitude, problem solving, creativity, team building, monitoring of results, these are the elements that characterize the COLUMBUS/BB working method. Every day we strive to solve communications problems for our clients. Problem-solving consists of the following steps: 1. 2. 3. 4. 5. 6. 7. 8.
Analysis Of Brief Analysis Of Market And Competition Analysis Of Global Situation And The Company’s Communications Initiatives Development Of Basic Project Project Checks And Feasibility Studies Execution Of Project Periodical Checks Analysis Of Results
Professional Tools The tools used by COLUMBUS/BB to activate business communications include the following: • • • • •
Public Relations Advertising Direct marketing Sales Promotion Press Office
Business area of intervention are: • • • •
Marketing Communications Distribution Special Events
Operative Services The special services that COLUMBUS/BB can make available to its clients regard all the phases of a PR project: collection of information, project creation, determination of communication content and execution, choice of suitable consultants and suppliers, operations handling and monitoring of final result. Press Relations Organization of press conferences, interviews, corporate and product information, continuous contact with the press (Publicity), production of audiovisual material, surveys and reviews of print and video vehicles. Special Events, Meetings with Specific Targets Setting-up of seminars, meetings, symposiums, congresses, conferences, round-tables, sales conventions, workshops, events, openings, product presentations and factory visits. Exhibitions and Fairs Identification of most suitable events, coordination of participation, compères, side events. Sponsorships Organization of specific cultural, sports, entertainment events with handling of multivision equipment, film clips, presentation of corporate, information or training video; coordination of graphic image to obtain optimised solutions which correspond to the communication strategy. Lobbying The Agency considers lobbying strategy to be one of the mainstays of the future of PR. Opinion Leaders / Testimonials Whenever feasible, Columbus/BB endeavours to bring own clients in touch with valuable opinion leaders, be they germane to the client business in terms of “subject” or testimonials, or bearers of knowledge connected to the sector know-how.
Case-Histories Casa Damiani (Jewellery) For Damiani Jewellery Columbus carried out a public relations operation as well as the creation and handling of the company’s important events in the three year period between 1997 and 1999. Press conference for the presentation of the restoration of the Madonna by Murillo in Florence (Palazzo Pitti) and for the opening of Damiani boutiques in Florence, Rome and Milan. In Montecarlo we handled the Red Cross Ball and the relative Casa Damiani sponsorship, as well as the restoration project and the subsequent presentation of The Palazzo Della Ragioneria in Milan, Piazza Della Scala. Continuous press office services for large-scale events.
Lawrence Steele (Prèt-à-Porter) LSD (Sportwear) Columbus/BB followed Lawrence Steele from 1997 to 1999 to generate the image performance that brought this unique creator to its present important international reputation. Lawrence Steele, American by origin and Italian by adoption, with its pure, minimal style free of compromises, drawing inspiration from both European and North American cultures, has fully established a sober and highly elegant style. During this period the Agency had a strong daily commitment to all contacts with the Italian and the most important foreign press, fashion shows, product presentations and some licences which we handled.
Bally S.A. (Footwear and Clothing) Bally was one of the most important case histories in our career. The working relationship lasted four years from 1996 until 1999 when the company was sold to the American Texas Pacific Group. We started with public relations services in support of the opening of the only two shops planned by Bally in Italy: Florence and Milan. Soon the brief was extended to cover all communications activities in Italy and at international level. In Italy boutiques were also opened in Rome, Naples, Bologna and Venice which saw Columbus involved for all the opening events. Also the showroom in Via S. Andrea, Milan was inaugurated for the start of the presentation of footwear, accessories collections as well as, for the first time, men and women’s clothing. Important international image campaigns were dealt with the help of a team of globally renowned professionals for a total change in the company’s communications. We produced strategic tools both at point of sale (Corner Manual – Bally) and for product line support. We sustained and assisted Bally in the lead-up to the fashion shows for the women’s collections which by then become fully dedicated to clothing. And in order to communicate clearly and single-mindedly to the world the new, contemporary content of Bally’s fashion mission. We made a major contribution to the creation of a new awareness of the Bally management by effectively getting across those style characteristics in both concept and behaviour that are typical of the fashion business.
Pratotrade – U.I.P. (Top Textiles Manufacturers) Since 1979, Prato Expo has been part of the international exhibition circuit; the event has become major trade fair thanks to the proficiency of exhibiting companies and the highly innovative range of products on show. The Pratotrade Consortium, formerly part of the Unione Industriale Pratese (the Industrial Union of Prato), not only incorporates the top textiles manufacturers operating in the Tuscan town of Prato, but is also the organizer and owner of the Trade Fair. Ten years ago, the Fair organization assigned the management of the company image, press office and public relations to the Agency in addition to the organization of other important events related to the Trade Fair. A number of ambitious projects have been developed in prestigious locations involving well known names in the world of music (for instance, conductor Maestro Riccardo Muti, Gipsy King and Sarah Jane Morris among others), of ballet and dance (Antonio Marquez, Annibal Pannunzio and Magui Danni with the Argentinean Tango Troupe 'Buenos Aires Tango'), of photography (Robert Mapplethorpe) and of cinema (Federico Fellini). Moreover, the Agency has developed and implemented a number of high-status, albeit occasional, projects for the Unione Industriale Pratese. Just to name a few: the trademark design, the project for safeguarding and enhancing woollen textile products and the organization of the events to celebrate the Consortium’s 50 th Anniversary.
Burberrys Prorsum (Clothing for Men) We quote Burberry Prorsum as a point of honour in our professional experience. The English company entrusted Columbus with all press office services for the fashion show of honour at Pitti Immagine Uomo in June 1999. Burberry presented to the world its new collection dedicated to young men who are sensitive to trends. Our Agency was applauded for its handling of such a delicate operation.
Les Tropeziennes (Shoes-Bags-Creations) Les Tropeziennes has been a Columbus/BB client for six years. We have handled every aspect of the positioning and image strategy of this label, which is now one of the most important among the new entries in creation Italian women’s footwear. It is already proved itself capable of extremely significant international success in terms of both opinion and sales. Columbus/BB creates the image campaigns and all support material aimed at defining the identity and soul of the label. Its identity is now unquestionably defined as a combination of fashion, femininity and exclusivity. Our work is notable for press relations, presentations and VIP involvement as well as the opening of new markets and the extension of the brand to include bags and leatherwear. The birth of La Plage, the forthcoming launch of Couture, the top footwear range, of Jewellery and of Boudoir, the most intimate shoes, are the last important appointments. Concurrently with the presentation of “Fleurs” and “Lingerie”, on February 19, 2004, Columbus/BB organized the opening ceremony of the Boutique Les Tropeziennes in Corso di Porta Ticinese in Milan. The following week, Les Tropeziennes replicated the success with the inauguration of the new Show Room in Via Borgonovo always in Milan.
Simonetta (Prêt-à-Porter for Girls and Boys) Simonetta probably represents the highest and most sophisticated name in fashion for the ages between infancy and adolescence. The Agency has followed the company since 1997 in every possible aspect of communications. Working alongside the highly skilled photographer Danilo Frontini, the Agency has produced all communications campaigns. The press office works on all product lines, not only Simonetta (Simonetta Tiny, Simonetta Miny, Simonetta Jeans, Simonetta Shoes) but also Brookfield Junior for which the company is a licence-holder. It was Columbus’ prerogative to handle large-scale launch events, corporate projects such company profiles and stand design, the footwear licence and Japanese boutique initiatives. On September 25, 2003, the first flagship-store was opened in Via Manzoni in Milan and Columbus/BB was in charge of the event organization.
Roberto Cavalli Angels - Roberto Cavalli Devils (Prêt-à-Porter for Girls and Boys) By common agreement, Simonetta SpA and Roberto Cavalli SpA entrusted Columbus/BB with the launch of the line whose licence is held by the Florentine designer. The first important commitment was the total organization of the fashion show launch at Pitti Immagine Bimbo on 19 January 2001. This show opened the overall event for Autumn/Winter 20012002 and marked the return after many years of Pitti Bimbo. From strength to strength! The second important commitment was the launch of the line Roberto Cavalli Devils at Pitti Immagine Bimbo on 18 January 2003.
Lea Foscati (Women’s footwear) Manas S.p.A. has a longstanding, on-going relationship with Columbus/Italia for the realization of in-house below-the-line. As of September 2004, in order to gain greater coverage in Italian press, Manas has entrusted Columbus/BB with the management of press office activities for the Lea Foscati women’s footwear collection, produced and distributed by Manas,. During the most recent edition of 'Micam', Columbus/BB organized a mini-event for Manas to launch the Olimpica sports footwear and invited a panel of journalists to vision the stand hosting the new collection: the feedback was excellent.
Cat (Footwear & Apparel) The account of Cat, the well-known American trademark for urban footwear and attire produced by Wolverine Inc. and distributed in Italy by Marinelli Srl, has been managed by Columbus/BB since June 2004. Our Company organized the Cat stand for 'Pitti Uomo' and, jointly with the parent company, we carry out day-to-day press office relations by nurturing contacts with the press, presentations and VIP sponsorships.
Tsubo (Women and men’s footwear) Tsubo, an innovative Californian trademark, manufactures comfortable-fashion sneakers for male and female wear designed by Nick’O’Rorke (the former Reebok and Clarks design director) which are distributed in Italy by Marinelli Srl. As of June 2004, Columbus/BB has managed the press office activities account.
Michel Perry Columbus/BB organized a two-day meeting with the fashion editors of foremost Italian periodicals for the footwear-stylist Michel Perry; the event was located at the Perry showroom. The new Perry collection was presented during the event, which also generated useful benefits for the French Perry press office that was able to develop useful contacts in Italy.
Bormioli Rocco e Figlio (Glassware) Columbus conceived, organized and managed the event for the global launch of Ice Glass by Bormioli Rocco e Figlio SpA, which was held at La Pelota in Milan in February 2002. The Agency managed all organization aspects, from invitations, the guest list and the venue, to the production of materials kits, the participation of the press and television. Opinion leaders, VIPs and international guests were entertained by the acrobatics of skilled freestyler barmen who warmed up the atmosphere for the show of the well-known Italian comedian Luciana Littizzetto. The following day, the product was launched for trade at the Macef, the international home exhibition in Milan, with full sales gear including different packaging solutions (consumer and HoReCa), leaflets, minileaflets and promoter kits. Since 2002, Columbus/Italia has produced the launch leaflets for new Bormioli Rocco e Figlio products designed for leading exhibitions worldwide. At the end of 2003, Bormioli Rocco e Figlio, jointly with the Agency, undertook the mammoth task of restructuring the offer that was completed in time for the 2004 Catalogue and includes product lines from 5 different types of manufacture. The 500-page book included over 1,000 photographed references, multiple perusal perspectives and information referencing.
Fileni Simar Srl (Aviculture meat products) Fileni is a leading company in the sector of aviculture meat products. Three years ago, Columbus/Italia started working in partnership with Fileni for all communications-related aspects, including strategies development, while also taking part in the implementation of projects and in the attainment of company objectives. The first steps included the redesign of the Company trademark and the review of the corporate identity in order to position the Company; large-scale media coverage was carried out by way of a national press campaign in 2001-2002. Still in 2001, jointly with the Company, the Agency concluded the sponsorship deal with the football club AS Roma Calcio. During the intense activity carried out during the premier Italian league championship, Columbus/BB managed the press office and PR. The teamwork between Company and Agency moved on to include the revision and rationalization of the new company packaging and the development of new distribution strategies for product lines addressed to specific distribution channels. In 2003, the HoReCa research project was implemented and the role played by Columbus/Italia covered market research, below-the-line and the Trade press campaign. In the same year, the Agency designed and implemented the Corner Apollo modular layout and merchandising for the My Chef food courts, the third food service business in Italy. Apollo is the first Italian food corner to include chicken-based main courses and food products. Moreover, the Company performs below-the-line activities on an on-going basis. For the Fileni and Disney co-marketing operation, Columbus developed the Magic Fileni packaging and the Disney folders for VHS and DVD. To complete the institutional and product communication, Fileni decided to make use of Columbus/BB services on an on-going basis for classical events like trade fairs and dedicated press shows; the Agency’ s tasks included organizing ad hoc events for the press, opinion leaders and VIPs when new products were launched as well as targeting specific objectives. Recently, Fileni has produced a series of TV promotions transmitted during the game-show “L’imbroglione” (lead by Enrico Papi) and broadcasted on Mediaset’s Canale 5.
East End Studios The East End Studios are located in Via Mecenate in Milan; the Studios are the largest private convention venue in Italy. A cutting-edge events-point able to host exhibitions, conferences, plays, televisions representations, concerts as wells as parties, balls and fashion shows. East End Studios includes four locations: Spazio Antologico 84, Studio 76, Studio 90 and Studio 2000. Each location has a distinct character of its own thanks to the careful restoration of the former buildings including the historic aviation workshop, the Officine Aeronautiche Caproni, a typical example of the architectural fusion of past and present enhanced by high-tech facilities to meet all requirements. The management of the press office and public relations has been assigned to the Agency in addition to most aspects related to events organization, conventions and conferences.
TVS Spa (Non-stick Cookware) TVS is a leading Italian company in the sector of nonstick cookware. Columbus/BB provides support during all product-launching campaigns and takes part in most specialized trade fairs with complete Press Kits and gifts for journalists. As a result of the Agency’s unflagging involvement in trade fairs and its daily dealings with major Italian and overseas newspapers, Columbus/BB has obtained a significant editorial return, crucial to increase the product’s standing and trademark. The daily review of Italian and overseas newspapers enables the Company to constantly update its in-house editorial book. Columbus/Italia looks after all TVS communicationsrelated issues, from the creation of trademarks for new lines to the design and implementation of folders, packaging and catalogues. In 2003, the Retail project “TVS Galleria” got underway. The aim was to confirm the Italian leadership of TVS, also on retail channels. The Agency developed the Catalogue for “TVS Galleria” which included the foremost service lines and the materials for the sales points such as posters, displays, information leaflets and information leaflet dispensers. Moreover, this project was supported by a major advertising campaign on Italian and overseas periodicals, in wedding lists leading publications and in the specialised press. TVS Easy Lab One of the most important TVS projects promoted by the Agency in terms of creativity and innovation was “Easy Lab”. The project included the implementation of a TVS Creative Lab focussed on directing product and manufacture selection, that is to say, on how best to corner markets in terms of offer range. Columbus/Italia is responsible for the strategic and operational supervision of all initiatives as well as the most recent projects with Matteo Thun and Giugiaro Design.
Columbus/BB Principle Clients Clients
Product
Design
Woman Footwear
PR/Press Office
East End Studios
Events’ Locations
PR/Press Office
Lea Foscati
Woman Footwear
PR/Press Office
Top Woman Footwear and Accessories
PR/Press Office
Ch ildren’s Clothes
PR/Press Office
Bijoux and Accessories
PR/Press Office
Paperuga
Ch ildren’s Clothes
PR/Press Office
Roberto Cava lli Angels
Ch ildren’s Clothes
PR/Press Office
Roberto Cava lli Devils
Ch ildren’s Clothes
PR/Press Office
S imonetta (Tiny/Mini/Jeans/Shoes)
Ch ildren’s Clothes
PR/Press Office
TVS
Non-stick Cookware
PR/Press Office
Les Tropeziennes Lilica Ripilica Paesaggio Urbano
Work
We have worked for
Ba ldan 88 - Ba l ly – Bontempi Cucine - Bontempi Divani - Bormioli Rocco e Figlio – Borsalino – Braccia lini Borse – Burberry’s Prorsum – Caloma - Calugi & Giannelli – Clips - Damiani Gioielli – D Squared 2 – Faber – Gastone Lucioli – Lawrence Steele - Mason’s - Maurizio Bonas - Mi-Ami -
Pratotrade – U.I.P. - Umberto Bilancioni