Author: Rosi Iozzo

Valerio Tutore has covered the role of Head of Research and Strategy in the agency since 2016, and he now takes on the position of General Director of Media Italia, the media centre of the Armando Testa Group.

“I’m really happy and enthusiastic about this recognition. This appointment makes me truly proud and it represents a great achievement but it is just one step in a long journey in this multi-faceted group which is in continuous evolution, and which has welcomed me like a big family and inspires me to find the surprising side of things every single day.” – Valerio Tutore comments.

Valerio Tutore has a PhD in Statistics and many years of both national and international experience in market research at Nielsen and Nextplora. Along with Chief Digital Officer Andrea Marcolin, he has been a member of the Board of Media Italia since 2022, in addition to being on the Board of Directors of Audiradio.

“I am very happy with this recognition for Valerio. It is wholly deserved in this field, since he fully shares the philosophy of Media Italia and the Armando Testa Group, he strives every day to evolve and innovate, he’s been able to bring new energy to what the agency can achieve ”adds Valentino Cagnetta, CEO of Media Italia and Vice President of the Armando Testa Group.

Following the tender to award the 2024 communication campaign for the CISTIFLUX brand, Alfasigma awards the Armando Testa agency.

The creative, which aims to promote urinary tract wellness, began as a restyling of the previous print campaign, but now extends to new formats: radio, digital, social, and display ADV. Initiative, Alfasigma’s media partner, worked to highlight the Cistiflux brand as an ally for urinary tract wellness by promoting a multichannel campaign.

The communication concept “I Like Cystiflux. And I get back to doing what I like” is developed through a graphic format that is inspired by the world of social media and puts several women at the center, who can finally get back to doing the activities they love most thanks to a newfound urinary tract wellness.

On the same concept was developed the 25” radio spot that creatively uses the medium: in fact, the listener hears music with lively, lighthearted tones continuously fragmented by the falling of small drops that represent the urinary tract discomfort that disturbs the rhythm of sufferers’ days. At the end of the commercial, the rhythm of the music returns in a linear fashion, suggesting that urinary tract wellness has been restored, with the help of Cistiflux.

Armando Testa is pleased to partner, once again, with one of Italy’s leading pharmaceutical companies, providing its expertise in this area.

Credits

Client: Alfasigma

Director Consumer Healthcare: Adelaide Raia

Marketing Director Consumer Healthcare: Serena Ferrari

Nutra&Intimate Care marketing manager: Veronica Pauletto

Brand Manager: Anna Montanari

Media Manager: Barbara Orsi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Chiara Demichelis, Chiara Panattoni, Roberto Capodanno

Head of Client Service: Giovanna Farè

Client Service: Chiara Bonet

Media Agency: Initiative