Pubblimarket2 evolves into PM2

pm2, rebranding, sito, team

From Pubblimarket2 to PM2: after 36 years in business, the historic Udine-based strategic marketing communications agency has completed its path of transformation and evolution and given itself a new brand name, a new communication concept, a new digital unit, a new corporate structure and new business perspectives.

"In a constantly changing world, evolution is necessary," states Giacomo Miranda, CEO of PM2. "In recent years the agency has changed a lot, grown, faced new challenges and approached new services. We therefore felt the need for a path of validation of our positioning and rebranding, with a new logo and a concept capable of fully representing our essence. Our goal", continues Miranda, "is to become more and more attractive on the market, through strategic choices reinterpreting the agency's storytelling and positioning".

This is the story behind PM2 - IT TAKES TWO, in which the number 2 is the key, representing PM2's most intimate belief: it takes two to achieve the best things. The relationship with the customer is at the centre of the agency's brand manifesto and highlights that value for which it truly stands out: the ability to build long-term relationships and original and distinctive experiences precisely because they are born from two different points of view which, together, give rise to new perspectives.

This synergic relationship has proven successful, starting with the sports sector, where PM2 boasts partnerships with companies such as The North Face, Fjällräven, Elan, Aku, CMP and Odlo. But also important institutional players such as Regionmarketing Carinthia, big names in furniture such as Calligaris, Doimo Cucine, TEAM 7, and international brands such as Adria Mobil, one of the largest manufacturers of caravans, vans and mobile homes in Europe, have also chosen PM2. And then there's PM2's involvement in communication projects for successful start-ups, such as Birrificio 620 Passi and GASGAS, operating in the field of electric car charging stations.

"Our entrepreneurial project," adds Miranda, "is consolidated in an era in which any place can be a reference point, because what makes the difference is the quality of the service offered and the relationship that is built with the customer. We are proud of our international experience and our independent DNA. We are rooted in a unique place straddling an international border, from which we have inherited the cross-border culture that distinguishes us and gives us added value".

"The end of 2021 marked the conclusion of a generational transition that began in 2017, when Giacomo Miranda took over control of the agency from its founder Francesco Sacco. Today, together with Miranda, the future of the company is represented by a renewed corporate structure, composed entirely of in-house agency employees.

In addition, PM2 has been enriched with a new unit exclusively dedicated to digital strategies and services, PM2 DIGITAL, which joins the historical Blu Wom division, specialising in Public Relations and Press Office services, now renamed PM2 PR. A strategic choice aimed at better organising the skills within the team and creating a more precise and complete positioning, putting the right emphasis on its increasingly wide and highly specialised range of services.

"We are lucky to represent a top-level brand on the national communication scene," Miranda concludes, "a healthy company, of recognised value, with an international vocation. Our commitment is to respect its approach by pushing, with renewed enthusiasm and new strategies, the development of PM2 to make it a landmark for the sector, not only in Udine and the Triveneto, but across borders".


PM2 revolutionizes the communication strategy of Adria Mobil


PM2 proudly unveils its latest communication project, executed with boundless enthusiasm, for client Adria Mobil a Slovenian manufacturer of top-tier recreational vehicles.
The purpose of the activity was clear: to carve out a distinctive niche compare to competitors, establishing a long-term competitive advantage and consolidate the brand value and its perception.
After an accurate market analysis, PM2 led Adria Mobil in the definition of a new communication strategy that artfully accentuated the three hallmarks that have always distinguished Adria from competitors: premium quality, cutting-edge design, and relentless innovation.

Chiara Bergianti, Project Manager PM2, says: “Market instability called for a step forward in Adria brand marketing and created the perfect opportunity for Adria Mobil to review the communication strategy.
Cooperating closely with the client, PM2 unearthed an inherent yet unexpressed brand value —the premiumness— which is highly alluring to consumers. This approach guided us toward identifying more cohesive visual elements and adopting greater clarity in content presentation across all major communication platforms, with a resolute focus on Design and Innovation.”

Elevating Catalogs to a New Standard
PM2 played a pivotal role in redefining catalogues, moving from the traditional presentation of the entire product range to single product catalogs for each category. Drawing inspiration from the automotive sector, the new design boosts content’s effectiveness, adding significant value to each product. This approach helps consumers explore Adria Mobil’s offer more thoroughly and enjoyably.

The new role of the Magazine
To boost how user see the brand, PM2 upgraded Magazine Inspirations, making it a bigger part of the website. The Magazine now presents streamlined brand content, highlighting design awards, important partnerships, sustainability initiatives, and community engagement. It also shares stories from passionate brand fans. The Magazine stays lively, providing an interactive and engaging experience for website visitors.

The new website
PM2 also led the website’s transformation, now boasting a clearer, premium category segmentation. Brand-focused content imparts greater value to the brand itself. Whether presenting products or focusing on brand content, a consistent emphasis on design, innovation, and technology prevails.

“The study stage plays an important role in crafting an effective strategy for a complex, multichannel project. To be able to better enhance the brand Adria Mobil, we improved our knowledge in different sectors, from automotive to design, from the world of travel to the luxury field. Notions that allowed us to create a minimal, innovative and definitely premium communication” comments Elisabetta Bin, PM2 Art Director.

Adria Mobil presented all the news during two of the most important trade exhibitions in the industry, at Düsseldorf International Caravan Salon (27th August – 5th September) and the Parma Camper Show (9th-17th September).

“For 23-24 we decided to renovate the Adria brand communications, with the support of the team at PM2 to better reflect our market positioning, product offer and to be more online, especially phone oriented. This was a large and complex project, which included a new international web platform with integrated online live brand magazine and new printed catalogues. PM2 were instrumental in driving this project with insight, creative and project management support. A first class effort!” Neil Morley, Adria Mobil Marketing Director.


Chiurlo named PM2 as its partner for on and offline communication.


Chiurlo, a Friuli-based multi-utility among the most important on the energy scene in Northern Italy, with 120 years of history and over 250 employees in 4 operating locations, has been joined by PM2 as a communication partner since 2022.

The collaboration, which began with a focus on promoting and sustaining the development of the GAS e LUCE business unit, has continued to support corporate and product.
PM2 was initially given the task of devising a communication campaign to convey the brand values in which the company has always recognised itself, i.e. strong roots in the territory and the link with the people who live there.

Hence the claim Since 1901 the energy of your people, the creative concept behind the advertisement, for a multi-subject campaign that has chosen illustration as its visual style.

Further proof of the bond between Chiurlo and Friuli Venezia Giulia is the act to give space to the region’s young talents, who build an authentic and original message through their creativity.
PM2 and Chiurlo launched and followed a contest addressed to the students of the Liceo Artistico G. Sello of Udine, inviting them to elaborate illustrations capable of interpreting the main landscape-architectural elements of some of the main municipalities in which the company is present.
About ninety projects were then evaluated by a jury, consisting of selected members from Chiurlo, board of the Liceo Artistico G. Sello and the agency, to select three winners who, through their illustrations, became the protagonists of Chiurlo’s new communication campaign, spread across the local media, social media and OOH.

“Energy is a fundamental resource for everyone, even the youngest, who often feel distant from this important issue. To make them closer to the topic and make them aware of the use of this primary good, we decided to hold a contest that, through creativity, allowed them to learn more about this world and to represent it by showing their talent” comments Alex Della Mea, Art Director of PM2.


From 2021, GASGAS entrusts the communication to PM2.


Creating one of the most extensive and sustainable networks of recharging stations for electric vehicles, placed in many points of interest in Italy and Europe, is the goal of GASGAS.
Born as a start-up in 2021, the company has evolved in a very short time to become one of the main players in the Italian panorama of electric vehicle charging systems. 

 PM2 has supported this journey from the very beginning, helping GASGAS to set targets to be achieved, from a very early stage of crowdfunding to the definition of its positioning and the development of its image, which was then translated into all its communication tools. 

An intense and stimulating path that began with the design of the logo and coordinated image. 
In line with the brand’s revolutionary personality, the PM2 team has made some original and courageous choices, including the use of bright and strongly characterising colours. 
A creative decision that responds to the brand’s strategic need to distinguish itself from other competitors on the market
In fact, GASGAS is a reliable, flexible, smart and sustainable partner and this qualities are still today one of the main strengths of the company.

To implement brand awareness and acquire new leads among the target audience, e-drivers or future e-drivers and owners of points of interest, PM2 created numerous presentation tools including video materials, landing pages and sales documentation with dedicated content. At the end, the agency realised a company profile where the innovative GASGAS business model is clearly presented, highlighting the project’s distinctive features, philosophy and strength. 
The results were overwhelmingly positive and allowed GASGAS to carve out a relevant place among the big names in electric mobility, opening up access to the sector’s most important trade fair: Key Energy, an event where the brand participated with two stands – customised ad hoc by PM2 – in 2021 and 2022. 

 All the content created by PM2 was also declined on GASGAS social media, creating graphics and texts for Meta and LinkedIn posts. 

 “Working with a start-up involves quite different logics compared to those of an established company. The challenge is about defining a vision and building a journey for the company’s growth. With GASGAS, the fruits of teamwork arrived very quickly: an interesting case to prove that the best things are always done in two”, comments Sara Nadalutti, Account Manager at GASGAS.


Azzurro2000 contracts PM2 to create and manage digital adv campaigns.


Azzurro2000, a Summer Camp running from June to August in Lignano Sabbiadoro (UD) and aimed at children and teens aged 6 to 17, has chosen PM2 as its online promotion partner.
The agency was asked to activate and manage adv campaigns on Meta platforms (Facebook and Instagram) and on Google (Google Search, Display and Performance max) with the aim of inviting users -the operation was aimed at an adult target audience of parents or relatives- to go to the Azzurro2000 website and finalize their children’s enrollment in the summer camp by filling out a form and paying a deposit as a guarantee.

The results were not long in coming.                                                                                
The adv campaigns, online from March 1 to May 31, 2023, a period chosen because it was before school closures and convenient for summer family organization, resulted in the registration of more than 300 entries, of which more than 30% of the total came specifically from Meta or Google adv campaigns.

Also, several enrollments registered on the website (more than 10% of the total) were influenced by the adv campaigns, despite their conversion was actually through the organic channel (using search engines, referrals, directly, accessing the website).                                                         
This is because, as of today, the path to conversion by the user on the web embraces increasingly complex stages and interactions and, while it is correct to say that adv campaigns act as catalysts for initial interest, it is equally accurate to note that the combination of organic search, interaction with valuable content on the website and engagement through social channels, plays a crucial role in driving users toward final conversion.

“The work done for Azzurro2000 is the result of a structured process that requires a careful digital marketing strategy, in which one must be able to offer an engaging experience, providing relevant information and creating a bond of trust and transparency with the target audience. The excellent result obtained testifies and confirms PM2’s skills in this area,” comments Marco Seriau, Digital Project Manager                                                                       


PM2 brings Ernst Knam to Palmanova Village and signs the big spring events at the Shopping Village.


Palmanova Village, one of Friuli’s shopping destinations, has once again relied on the creative direction and leadership of the PM2 team to develop and coordinate a series of spring events open to the public and held during weekends in April and May 2023.

At the center of the project, the “Moments in Bloom” concept, with which the Palmanova Village marketing team wanted to celebrate the arrival of spring, transforming the well-known Friulian shopping destination into a real flowery location and full of activities and entertainment initiatives. PM2 was commissioned to decline the concept into 4 weekends of events and a fifth maxi-event dedicated to the Village’s 15th birthday celebrations.

The scenography, conceived and coordinated by PM2 for the weekend’s 4 micro-events, included a flower market placed in the center of the Village’s central square. Inside, many small stands for the direct sale of fresh flowers, hand-painted cotton bags, floral-themed hairstyles, children’s handicraft workshops, as well as a display of jewelry and other handicrafts made from naturally dried flowers dipped in resin.

Palmanova Village’s 15th birthday celebrations were held in the afternoon of May 13 and featured an exceptional guest: Ernst Knam, one of the world’s most famous pastry chefs and Maître Chocolatier, best known to the general public especially in his role as a judge on the TV show Bake Off Italia. In front of a packed audience of visitors, coming not only from Italy, but also from neighboring Austria, Slovenia and Croatia, Chef Knam gave life to a show cooking of haute chocolaterie and distributed to the public more than 1,500 pralines, created especially for the occasion and inspired by spring and the blooming of flowers.
The event, concluded with the traditional cake cutting, live music and open bar with flower cocktail, allowed Palmanova Village to give visitors an exclusive day.

“We are extremely satisfied with the result”, comments Giada Marangone, marketing manager of Palmanova Village. “We have been collaborating with PM2 for several years now and we have already signed other important events with them, such as the celebration of our 10th birthday and the photographic and video reportage of Art is in the Land, the interdisciplinary environmental regeneration project by international street artist Geometric Bang that changed the Village’s aesthetic, transforming it into an open-air art gallery. We are pleased with the partnership and organizational support provided by the agency that led to the realization of these important projects, which are highly appreciated by national and international customers who choose Palmanova Village as a destination not only for their shopping but also as an experiential destination”.

“This project allowed us to bring several of our skills into play: from supporting the client in grounding the creative concept, to organizing and coordinating the various activities and the many external partners”, explains Cristiana Feruglio, project manager at PM2. “The great success of the birthday event but also of the micro-events during April and May once again confirm PM2’s ability to interpret and respond to client requests with effective, high-impact ideas and tools and with a work team that passionately organizes and coordinates each step of the process”.