a short portfolio of my company

2. THE AGENCY_
What is MAD?
We surely know what it is NOT:
It is not the advertising agency you are
looking for (cit. needed).
It does not generate enthusiasm and
participation by mixing non-conven-
tional marketing tactics (viral, guerrilla
marketing, newsmaking, word of mouth)
with traditional tools (press, Promo-
card©, outdoor and indoor events)
(citation needed).
It is not effective at positioning, with a
vast range of action and elevated ROI.
Our philosophy is to achieve a verifiable
result (citation needed).
It is not a cross-media communications
agency situated in Cologno Monzese
(500 m. from the Cologno Centro stop)
that specializes in new forms of web 2.0
oriented marketing (citation needed).
It does not draw from daily life in order
to invent stories and create unconven-
tional situations strong enough to gene-
rate word-of-mouth, participation and
excitement surrounding the brand (cita-
tion needed).
We do not study successful actions that
allow the brand to actively participate
in the community and social networ-
ks, building and developing a feeling of
symbiosis between the brand and the
consumer (citation needed).
It is not a fully integrated, around the
clock communications agency (citation
needed).
It is not a full-service sales promotion
and field marketing agency that offers
conception, organization and produc-
tion of promotional campaigns and mar-
keting targeting consumers, trade and
sales teams with a clear goal: to offer
the highest level of trust while presen-
ting projects that will clearly raise the
value of the brand (citation needed).
It is not the 007 of unconventional mar-
keting (citation needed).
It is none of these things and perhaps a
Cartesian definition, clear and distinct,
just does not exist (or do we find it too
restricting?)
It’s enough to take a quick look on our
site at to see what we’re talking about:
www.madagency.it; nothing more.
The MAD Team

3. CLIENTS_

4. BRAND_
ACTIVITY_
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Nike Italy srl
Nike 6.0
Nike 6.0
sportswear
2007/2010
Objective: To launch and cultivate the
growth of Nike 6.0, the actions sport line,
in the Italian market.
Concept: To position Nike 6.0 in the
core market of action sports and freesty-
le, where the heritage of the brand holds
more sway than its status as a multina-
tional corporation.
How We Did It: Ever since 2007, when
the line was first launched in Italy, MAD
has been in charge of: the management
of events and coordination of the athle-
tes, the selection and adaptation of ADV
creativity for an Italian market (in colla-
boration with European Nike headquar-
ters), organization of all photo shoots
of up through the printing of the ADV
campaign and its adaptation for web
banners. As well, we have been in char-
ge of P.R., set-ups at various fairs, the
conception and creation of the “U Rule”
contests, and guerilla operations that,
year after year, have stimulated brand
growth and created strong credibility for
Nike in the market.
Results: Marked growth of the brand’s
sell-in and sell-out over three years. Ac-
tion sports is now an area of strong focus
for Nike in Italy.

5. CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Pernod Ricard Italia srl
Four Roses Bourbon
The New Cool
beverage
2007/2010
BRAND_
ACTIVITY_
Objective: To bring visibility to the
brand, positioning it within the on-trade
of nightlife and the coolest national club-
bing circuit.
Concept: Tie the product to a specific
moment of strong impact that would re-
mind the target audience of fun and co-
olness.
How We Did It: Ever since 2007, MAD
has headed the BTL activities and events
for Four Roses; starting in 2009, we took
over the ADV as well. MAD came up with
a cool and fashonable image for the pro-
duct by: conception and production of
tour trade and operations of a consumer
type, realization of BTL materials and all
materials for POS visibility, realization
of the 2009/2010 ad campaign, media
planning and media buying.
Results: While the whiskey market has
had a 20% decline, Four Roses has re-
gistered annual growth of 7% in the last
two years. Four Roses is now conside-
red to be the spirit that is most closely
linked to nightlife and the national club-
bing scene. Thanks as well to various
collaborations with Italian creatives and
designers, it is making a name for itself
in the world of fashion as well.

6. Objective: To launch a new bottle de-
sign, tied in to the Nastro Azzurro stra-
tegy of linking the campaign to the world
of cinema. To use a blue ribbon (“nastro
azzurro”) motif to link the name of the
product visually to the campaign.
Concept: Guide Nastro Azzurro along a
positioning campaign that would place
them among the icons of Italian fashion,
style, film and design. Organize a tour to
draw in the target audience by offering
suitable entertainment in a strategic lo-
cation.
How We Did It: In 2009, MAD conceived
of and built a promotional tour in three
Italian cities: Milan, Rome and Otranto.
Called the “Summer Experience,” it con-
sisted of a multi-purpose, bi-level struc-
ture designed by MAD to hold up to 1000
people. It offered a bar with ice cold beer,
a ride in a hot air balloon, a program of
Italian cinema and a selection of the best
dj sets.
Results: During the period of the opera-
tion, Nastro Azzurro gained a high level
of visibility in the urban scene: the “Sum-
mer Experience” hosted over 40,000
spectators, offering a real brand expe-
rience and officially lifting the label to a
new level- the true essence of new posi-
tioning for any brand.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Birra Peroni spa
Nastro Azzurro
Nastro Summer Experience
beverage
2009
BRAND_
ACTIVITY_

7. Objective: To communicate the restyling
of the magazine and the addition of pro-
cess magenta in their printing.
Concept: Direct the target audience’s
attention to the new creative direction of
the magazine.
How We Did It: On the night of Februa-
ry 28th, 2007, MAD carried out a guerilla
promotional activity that consisted of at-
taching 50,000 magenta balloons throu-
ghout the historic center and along the
major roadways of Milan.
Results: All of the major national media
took notice of the operation, generating
an extremely high level of news circula-
tion. A large number of contacts were
created by using a novel approach for
BTL.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Edizioni Zero srl
Zero
New Zero Invasion
publishing/press
2007
BRAND_
ACTIVITY_

8. Objective: To communicate the new slo-
gan, “Live Unbuttoned,” through a stre-
et-marketing operation addressing the
trade (retail and wholesale network).
Concept: Strike the target audience with
an original guerilla marketing campaign
bringing the slogan “Live Unbuttoned” to
daily life.
How We Did It: Using an activity based
on street marketing and in-store actions,
in over 50 cities we distributed more
than 90,000 polybags containing objects
that were both common and mysterious.
These objects invited the consumer to
visit over 450 stores. As well, we moti-
vated the sales teams and representati-
ve agencies to participate by creating a
contest with ambitious prizes.
Results: This operation helped to make
the philosophy “Live Unbuttoned” a con-
cept for daily life. Living unbuttoned is a
true way of thinking, a lifestyle, that has
a genuine, eternal power.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Levi Strauss Italia srl
Levi’s® 501®
501® Live Unbuttoned
fashion
2008
BRAND_
ACTIVITY_
www.atelier-v.ch
La Bacchetta Molleggiata
Se mangiare sushi vi stressa, usate la
molletta.
Ci vuole poco, basta far scattare la molla.

9. Objective: To raise awareness of the
June 2009 European parliamentary elec-
tions among European youth.
Concept: Give a voice to young people,
through an international flash-mob ac-
tion.
How We Did It: MAD coordinated and
produced an operation called, “Can You
Hear Me, Europe?” in three European
cities. The project involved organizing a
flash-mob, filming video coverage and
building set-ups in record time. Simulta-
neously in Berlin, Prague and Milan, on
April 30th, 2009 at 3:30 pm, young Euro-
peans were invited to make their voice:
in bustling town squares, in each of the
three respective cities, a group of young
people shook their surroundings, crying
out “Can You Hear Me, Europe?”
Results: Perfect coordination and timely
acquistion of images allowed for excel-
lent coverage by the continent’s most hi-
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
MTV Networks and the
European Commission
European Parliamentary
Elections
Can you hear me, Europe?
social
2009
BRAND_
ACTIVITY_
ghly regarded media groups on the very
evening of the action. The client was
then able to develop a television cam-
paign based on three different spots and
broadcast it throughout Europe on the
channel MTV.

10. Objective: To launch the new “Black
Box” packaging, designed for the presti-
gious Champagne producers by the
exclusive Australian designer Marc New-
son. To celebrate the link between the
brand and the design world.
Concept: Actualize a Temporary
Showroom located at the new MAD he-
adquarters emphasizing the motif of the
cosmopolitan world-traveler used in the
special packaging created by Marc New-
son for Dom Perignon Vintage
2000. Present the product to a select pu-
blic via a large, invite-only party. Create a
network of contacts especially
for Dom Perignon in order to place The
Black Box’s journey directly in the spot-
light of the highest-end shops and
concept stores in Milan: Antonia Uomo,
Wok, Spazio Santerasmo, Lucini Giusep-
pe, Triennale Design Cafè and
Special.
How We Did It: From April 8th-15th
2010, we held an event, interviews and
encounters (in collaboration with
Rolling Stone) in the Temporary Showro-
om. In an unprecedented transformation
of the space, using lights,
shapes and colors, the guests were sur-
rounded by a singular atmosphere that
transported them on a journey
throughout the globe, in order to expe-
rience the unique and modern taste of
Dom Perignon. So as to capture the
attention of the Milanese public on the
days surrounding the event, MAD inven-
ted an unusual action on the
streets of Milan. Elegant ‘influencers’ tra-
veled the city’s hot spots adorned with
Black Boxes that projected a
message in LED about the Temporary
Showroom directly onto the asphalt.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Möet Hennessy Italia srl
Dom Perignon
The Black Box
beverage
2010
BRAND_
ACTIVITY_

11. Objective: To launch a new tees pack
inspired by the most important national
football teams. The collection includes
10 t-shirts realized by ten international
artists and a celebrative one designed
by the 55DSL creative team. The aim is
to give visibility to the brand before the
football world cup 2010.
Concept: Seven nations, nine challanges,
only one team wins. 55DSL presents Ga-
lactic Battle of Foosball in partnership with
Panini, a table soccer competition that will
take place in seven countries across the
world and will have it’s final in Bassano del
Grappa (55DSL headquarter).
How We Did It: From the 29th of April till
the 13th of May 2010, in several strate-
gic locations, they have been many qua-
lifying challenges for the national final in
Milan that will take place on the 22nd of
May, looking at the international final on
the 13th of June.
More than 300 teams have challenged
each other out to achive a place in the
final last match.
MAD has followed the entire organization
and coordination of the event, has sup-
ported the creativity and communication
and POS materials.
Moreover MAD has generated, in a cre-
ative way, a big buzz across the media
focused on the event.
In the end the results were a huge media
coverage and a funny dinner with journa-
lists and influencers followed up by a
smart sticker album.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Diesel Italia spa
55DSL
Galactic Foosball
fashion
2010
BRAND_
ACTIVITY_

12. Objective: Adidas Performance and Adi-
das Original want to define a new mar-
ket placement more edge and “fashion
now”. This strategic aim was linked with
an agressive and strong focus on pro-
ducts and point of sales.
Concept: Give a new light to the brand
through the consumers, vertical and mass
both.
How We Did It: We have presented a stra-
tegic plan with integrated and action mar-
keting to provoke the vertical target and the
mass market as well, starting our activation
generating traffic flow in and out of the sto-
res. MAD has given birth to many opera-
tions like “Skratch and win” for the ZX
shoe, where the consumers were invited
to discover a secret code skratching on a
shoe shaped card and double checking
it in store to discover if they won one pair
of ZX sneakers.
Again we have managed a third party
co-marketing out of the stores with Hel-
lboy’s movie release.
At last a very interesting project has been
“Originals House Party” where we mana-
ged to increase traffic flow in several sto-
res in Milan using a home private party
key to appeal to an exlusive concept for
a mass target. Istantly the target won a
blank key for personal use (i.e. used for
your home door) linked to a flyer that ex-
plained to reach an Adidas point of sales
and play the house party game. The au-
dience randomically could pick up from
a glass bowl full of keys the right one and
could try it in a fake door lock (which is
a “door video box”) and see if the long
version of the AD trailer runned on video.
If so you could win the prize.
This is just a teaser of all the activities
we’ve done till 2009 with Adidas.
CLIENT_
BRAND_
PROJECT_
MARKET SECTOR_
YEAR_
Adidas Italia spa
Adidas
Various
shoes & fashion
2007/2009
BRAND_
ACTIVITY_

13. ITALY
Via Lepontina, 8 - 20159 Milano
T.+39 02 89 07 13 00
F.+39 02 89 07 13 14
www.madagency.biz
BRAZIL
Rua Fradique Coutinho, 1246
Vila Madalena - 05416-001
São Paulo - SP
T.+55 11 3717 3480
www.madagency.com.br