11:00 - 12:30

Being effective on the web with Branded Content & Entertainment

Branded Content & Entertainment as a new lever to communicate and intercept the audience and reach your brand’s communication objectives. Insights and creative lessons from OBE 2018 research.

Talking about Branded Content & Entertainment is easy, less so designing effective projects to reach the Brand’s KPI. OBE Osservatorio Branded Entertainment, the organism representing and uniting the main firms operating in the sector, presents the best international case studies and, in collaboration with Doxa, the results of the research on BE Digital 2018 projects’ efficacy. What emerges are important indications on how to effectively communicate your own Brand via the online contents.

What will the participants receive: all the presented materials, including the complete research + a post-event live chat for doubts, enquiries and in-depth analysis.

Why should a startup, an investor or a manager participate? To assimilate few fundamental rules to follow to communicate effectively exploiting the levers of Branded Content & Entertainment; to better know the major Italian and international firms and comprehend the dynamics underlying this new form of communication and marketing which is revolutionizing the advertising industry.


Graduated in Communication Sciences at IULM University of Milan, obtained a Postgraduate degree in Television, Cinema and Media Development at the same institution. She joins Mediaset in 2003 where she obtains a Master in Management “Campus Multimedia”, organized in collaboration with the University of Bologna. After a brief experience in the Press Office of Albacom, she starts her professional career at Sky Italia where she was in charge for more than 2 years of the show schedule development and the management of on-air promotion. In September 2006 she lands at Telecom Italia, where she covers different roles, first Marketing of the subsidiaries Matrix and Telecom Italia Media, where she cooperated to the launch of Web TV and IPTV platforms, later in the Consumer Communication and Brand Strategy & Media of Telecom Italia where she worked on the TIM Brand both commercially and on the corporate level. In the last years she took care of the Content Marketing strategy, realizing the different Branded Content and Entertainment projects. From 2014 to 2016 she was Head of Content of the news outlet LIVEonTIM.

ANNA VITIELLO: Chief Experience Officer, FUSE, Omnicom media group

Anna Vitiello is an eclectic professional with a deep knowledge of the models and dynamics of today’s business. Graduated from Bocconi, she commences her career working on the marketing of different firms such as Lego, Averna and Vodafone. She is the actor of the launch of a TV channel (Sport Italia), develops and manages MotoLive, the event area of EICMA, and is Senior Consultant at Focus Management.

Currently at OmnicomMediaGroup. After 3 years as Content Strategy Manager, she started and directed the Insight department supporting all the group’s clients in the definition of their communication strategy. Since 2018, she is Chief Experience Officer of Fuse, the Business Unit of OmnicomMediaGroup and takes care of Content Marketing e Branded Entertainment.

ANTONIO FILONI: Head of Duepuntozero, DOXA

Degree in Business Economics from Università Cattolica, Milan, he is Head of Digital Offering at Doxa. He started his career in market research in the early 2000s at Research International (now Kantar). Since 2005 he has been focusing on the development of digital approaches for market research. In September 2008, together with the founders, he participated as Research Director in the birth of Duepuntozero Research Agency, which in January 2018 merged with DOXA.
Over the years, he has built extensive cross-market experience working for several market-leading companies: Campari, SKY, Carrefour, Mediolanum, Mondadori, Microsoft, Heineken, Bonduelle, Sisal, etc. always offering an alternative way of studying the individual. Passionate about music, cinema and TV series, he loves his job and lives life “listening”, because every day can bring a new learning.


Alessia has a liberal arts background matched with in depth studies in economics and business management.
She specialises in the development of new business activities, such as setting up a start up or developing new lines of business within enterprises.
Before co-founding Brandstories, she worked in the field of international relations, education and art.
Since 2013, she is Mentor for the Cherie Blair Foundation for Women and supports women entrepreneurs, in Africa and South America, in the development of their new business.


Who is OBE?

OBE is the association studying and promoting the spread of branded entertainment on the Italian market as a strategic lever for branded integrated communication.

Active since 2013, OBE is the benchmark in Italy for all the stakeholders of the branded entertainment service chain: who commissions it (the advertisement firms); who creates and produces contents (creative firms, production studios); who plans (media companies), who regulates (the institutions), who informs (the news agencies, universities, associations at the domestic and international level).
The observatory is also a point of reference and contact at the international level. As a matter of fact, OBE is a BCMA (Branded Content Marketing Association) partner, the worldwide entity for the market professionals that deal with branded content and includes among the advisors the CEO Andrew Canter.

The Osservatorio Branded Entertainment proposes to contribute to the development of a branded entertainment culture aware and respectful of consumers, aiming to create know-how concerning creativity, content production and performance measurement, doing so through research, formation, events, networking and consulting activities.