Integrated Marketing Communication

Can Brand entertainment strengthen a brand?

The paper is framed in the academic debate regarding evolution and paradigmatic changes of the branding strategies adopted in the new postmodern marketing era. Its purpose is exploring whether or not a branded content, beyond being an engaging touch-point for the customers, can be an Integrated Marketing Communication tool effective in strengthening a brand.

The evolution of agency-client relationships within the communication network in Italy. The perspective of communication partners

Purpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evolution in Italy.