The keys to entering italy

To gain visibility, trust and market presence.

IFA 2026 • Berlin

The key 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.

The gateway to the italian market

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

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.

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.

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.

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.

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

Access creates presence.
Understanding creates relevance.
Relevance creates demand.

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.
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.

A single point of access to the italian market

One brief, one communications plan and one accountable team, from strategy to local execution.

Media, reputation and relationships

The set of keys

Seven keys. One market strategy.

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 relation

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.

Events and direction

We design and organise press days, launches, press conferences, networking dinners and speaking opportunities, coordinating guests, media relations, content and local production.

Event identity and design

We develop the entire visual experience: exhibit and retail design, signage, POP materials, packaging, video and digital or immersive content.

Content creator campaigns

We select vertical content creators who match the brand’s target and are credible based on audience quality, managing storytelling, briefs, script checks, deliverables, relationships and performance measurement.

Event amplification

We integrate content creators into the event concept from the outset, creating exclusive moments and coordinated editorial and social visibility.

Product seeding

We select media and content creators, design the unboxing experience, produce dedicated kits and manage logistics, follow-up, monitoring and product returns.

Giveaways and contests

We design contests that comply with regulations, supported by content creators and community management, so promotions generate engagement, contacts and valuable first-party data.

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

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.

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.
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.