01 December 2017
Today saw Eurobest 2017 come to a close, the international festival dedicated to the world of creative communication, featuring more than 65 talks from sector leaders across Europe.
One of the most significant talks was “Juventus: Redefining the Category,” a conversation led by Silvio Vigato, Co-Chief Revenue Officer, Head of Brand, Licensing and Retail of Juventus, together with Interbrand’s Andy Payne and Manfredi Ricca, respectively Global Chief Creative Officer and Chief Strategy Officer EMEA & LatAm.
This three-speaker talk retraced the various stages of Juventus’ path for growth and expansion towards new markets and targets, undertaken in collaboration with Interbrand. This plan was presented in January 2017, when the Bianconeri’s new brand identity was unveiled at the Black And White And More event in Milan.
Juventus broke the rules of its industry, embracing an increasingly global vision and using a universal language capable of reaching a wider audience. In short: giving its brand a broader and more profound meaning, transforming it into an actual identity and a style that is internationally recognised. “The task was to unlock an attitude, a DNA strand, that would literally be the catalyst for growth, transforming and transcending the category”, commented Payne.
The 2017 edition of Eurobest celebrated its 30th year of activity. It registered over 1,500 participants representing 40 countries: a testimony to how fast the world of creative communication is changing.
