NEWS

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".

AN EXCLUSIVE EVENT IN THE HEART OF PORDENONE

2R Impianti partners with PM2 for the event “NEONIS: Unlock Your Future” – both communication and organization.

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An exclusive event in the heart of Pordenone 

2R Impianti partners with PM2 for the event “NEONIS: Unlock Your Future” – both communication and organization. 

PM2 played a key role in the success of the first edition of ‘NEONIS: Unlock Your Future,’ held at the Teatro Verdi in Pordenone on February 2, 2024. 

Conceived by Ruggero Tajariol of 2R Impianti, this visionary event connected students with key industry players in Friuli-Venezia Giulia. 

And there was more. 

After initial student-company interactions, the event spotlighted four guest speakers for an inspiring session: Gigi Datome, a basketball champion; Luis Sal, a video maker and creator; Gianluca Gazzoli, a radio host and podcaster; and Alessandro Bonan, a sports journalist. 

From inception to the enchanting day at Teatro Verdi, our team tirelessly transformed the NEONIS vision into reality, combining creativity and strategy to ensure maximum public participation and supporting the customer throughout the event. 

The first steps: logo, claim and website 

It all began with the development of a distinctive logo, a tangible symbol capturing the essence of NEONIS. The claim ‘Unlock Your Future’ has evolved into the manifesto of this extraordinary experience, perfectly encapsulating the aspiration to guide and inspire young people toward a bright future. The collaboration extended to the creation of the website, a platform dedicated to registrations and information. 

Four special guests 

The most exciting moment of the NEONIS event was the talk with Luigi Datome, Luis Sal, and Gianluca Gazzoli—three leading figures who shared their success stories to inspire and motivate students to pursue their passions with commitment and dedication. Alessandro Bonan had the role of coordinating the interventions and delivering a final message to the audience. 

In addition to recruiting the four exceptional guests, PM2 orchestrated their participation throughout all phases of the event, defining content and methods of intervention. 

Creative material on and offline 

To promote the event, PM2 has meticulously designed different communication materials, from media advertising to posters, creating a synergy between message and aesthetics. The aim was to present this first edition of the event both online and offline, creating a recognizable visual identity.  

To promote the event, PM2 meticulously designed various communication materials, from media advertising to posters, creating a synergy between message and aesthetics. The goal was to present this inaugural edition of the event both online and offline, establishing a recognizable visual identity. 

Media Planning and PR: an engaging narrative 

Media planning has been designed to ensure coverage in major regional newspapers, while press office activities have shaped the narrative of the event, positioning it as an unmissable happening in the regional panorama. The team also organized the press conference, conducted media interviews with special guests, and managed post-event communications. 

Social Media Marketing 

The social editorial plan was crafted to engage the young audience on Instagram, the chosen social channel for promoting the event. PM2 took charge of opening the profile and developing an editorial strategy that generated tangible anticipation for the event. Digital advertising activities supported the content strategy and contributed to building an enthusiastic community. 

Influencer Marketing 

To complement the social strategy, PM2 proposed implementing content creation activities to deliver more diverse content and foster connections with the target audience. To achieve this goal, the team identified and collaborated with creators Elisa Altamura and Mathias Loi, conducting video interviews with students to delve into their passions and envision their futures. 

The Event Direction 

The highlight of PM2’s work was coordinating the event’s direction: music and animations ensured that every moment on stage reflected the soul of NEONIS, while the supervision ‘behind the scenes’ ensured the event’s success. 

The Result: An Unforgettable Success 

With a record turnout of over 780 people, positive feedback, and a vibrant atmosphere, NEONIS confirmed its success. The event was an unforgettable triumph, a moment in which passion, motivation, and career guidance converged to illuminate the future of young students. 

“We are thrilled to have successfully led NEONIS and to have been an integral part of such an important and memorable event. The synergy between strategy and creativity allowed the success of the first edition of NEONIS, solidifying our position as a reliable partner in the world of communication and event organization.” Alessia Toppan, PR Account Manager 

CELEBRATING THE PAST, EMBRACING THE FUTURE: GORIZIANE’S 75 YEARS

Goriziane Holding chooses PM2 for the communication of the company’s 75th anniversary.

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Let’s rewind the tape, go back in time to 1948, and embark on a journey spanning 75 years in just a few minutes. Goriziane Holding, a global leader in engineering solutions for various market sectors, including Oil & Gas, Naval, Offshore Wind, Industrial, and Electric Mobility, has chosen PM2 as a project partner.

The collaboration with the agency began in 2021 to support the company’s reputation and presence in the market, with the creation of institutional and product brochures and advertising campaigns featured in leading industry magazines.

2023 was a special year for Goriziane, proudly celebrating its 75th anniversary. To mark this significant milestone, PM2 not only restyled the company’s logo and gave it a special “outfit” for the occasion but also conceived and created a brand video: an original narrative that tells the story and values that have defined the company’s identity over the decades, conveying the essence of Goriziane in just a few minutes.

“What does it mean to turn 75?” was the starting point that allowed the agency to revisit the key moments in the company’s history, from its founding to the present day. Through engaging storytelling and visually captivating elements, the video showcases Goriziane‘s achievements, values, expertise, challenges surmounted, and the extraordinary individuals who have contributed to the company’s success.

“What we have learned not only defines who we are today but also shapes who we aspire to be tomorrow”, the final statement at the end of the video once again emphasizes Goriziane‘s innovative approach, reflected not only in the products and services offered but also in the ability to celebrate the past while looking proudly towards the future.

“A balanced mix of engaging visuals and creative vision made it possible to create a project that fully reflects the excellence of a globally renowned player. The result? A corporate video that goes beyond a simple company overview but tangibly conveys the history, innovation, and values of a company that continues to look forward to tomorrow” comment Alberto di Donna, Creative Director.

TRANSFORMING MANUALS INTO INTERACTIVE JOURNEYS

The North Face entrusts PM2 with the content strategy for its innovative trade support tool, Dare to Explore.

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PM2 redefines content strategy for The North Face, turning the traditional sales manual into an engaging digital tool named Dare to Explore. This landmark project marks a new chapter in the long-standing partnership between The North Face and PM2, which dates back to 2003.

Dare to Explore, initially a 146-page manual, is now an interactive digital experience. It’s designed to empower The North Face sales network by accurately profiling customers and enhancing sales techniques through interactive tutorials.

This shift from paper to digital involved a significant strategic update, reimagining the manual as an immersive user experience with innovative content such as interactive videos and infographics.

The introduction of the ‘Exploring Master’ as a virtual guide and the simulation of in-store customer behaviors are key highlights.  These elements drive user engagement, making the digital experience both innovative and impactful.

The successful digitalization of the Dare to Explore tool has not only enhanced PM2 and The North Face partnership but also contributed another milestone to their shared results.

Cristiana Feruglio, Account Manager, proudly comments on the project’s success, highlighting its impact in boosting PM2’s trade marketing skills and turning complex challenges into shares achievements.

WHEN FASHION IS A JOURNEY

NIŪ choses PM2 as parter for her online and offline communication.

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NIŪ, an Italian company founded in Friuli Venezia Giulia, has been producing women’s clothing and accessories collections for more than 20 years and it is present in more than 400 boutiques in Italy and 250 in Europe and the rest of the world.
The brand has chosen PM2 to outsource coordination of all marketing activities, commissioning the agency for both strategic consulting and creative coaching.

The collaboration, which began in spring 2023 with projects to support the SS24 collection and the creation of an event dedicated to the international sales network, continues today with an integrated communication plan to support brand awareness and loyalty in the end customer, in Italy and abroad.
All of this while conveying and enhancing the soul of NIŪ, a tale of emotions and atmospheres of faraway places, lands where the Style team ventures several times a year in search of the inspiration that only travel allows to find.

An important commitment for the agency in these months also in terms of content production. In addition to managing the photographic and video productions for the collections, PM2 is in fact in charge of the editorial strategy and the management of the brand’s social channels, Instagram, Pinterest and LinkedIn, with related digital advertising activities to support them.
A community, the online one, very important for the company and growing also in Europe, interested in fashion and in the stories of places and people that NIŪ interprets with its own style in every look.

“The collaboration between PM2 and NIŪ goes far beyond the publication of posts.
Ours is a synergistic and strategic effort aimed at strengthening the brand’s digital identity, enhancing its global visibility, and inspiring its devoted community.
The static and dynamic content we publish is crafted from communication plans designed to best express the brand’s values and vision.”Greta Ottomeni, Social Media Manager of PM2.

PREMIUMNESS, DESIGN AND INNOVATION

PM2 revolutionizes the communication strategy of Adria Mobil

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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.