Valerio Tutore has covered the role of Head of Research and Strategy in the agency since 2016, and he now takes on the position of General Director of Media Italia, the media centre of the Armando Testa Group.
“I’m really happy and enthusiastic about this recognition. This appointment makes me truly proud and it represents a great achievement but it is just one step in a long journey in this multi-faceted group which is in continuous evolution, and which has welcomed me like a big family and inspires me to find the surprising side of things every single day.” – Valerio Tutore comments.
Valerio Tutore has a PhD in Statistics and many years of both national and international experience in market research at Nielsen and Nextplora. Along with Chief Digital Officer Andrea Marcolin, he has been a member of the Board of Media Italia since 2022, in addition to being on the Board of Directors of Audiradio.
“I am very happy with this recognition for Valerio. It is wholly deserved in this field, since he fully shares the philosophy of Media Italia and the Armando Testa Group, he strives every day to evolve and innovate, he’s been able to bring new energy to what the agency can achieve ”adds Valentino Cagnetta, CEO of Media Italia and Vice President of the Armando Testa Group.
Following the tender to award the 2024 communication campaign for the CISTIFLUX brand, Alfasigma awards the Armando Testa agency.
The creative, which aims to promote urinary tract wellness, began as a restyling of the previous print campaign, but now extends to new formats: radio, digital, social, and display ADV. Initiative, Alfasigma’s media partner, worked to highlight the Cistiflux brand as an ally for urinary tract wellness by promoting a multichannel campaign.
The communication concept “I Like Cystiflux. And I get back to doing what I like” is developed through a graphic format that is inspired by the world of social media and puts several women at the center, who can finally get back to doing the activities they love most thanks to a newfound urinary tract wellness.
On the same concept was developed the 25” radio spot that creatively uses the medium: in fact, the listener hears music with lively, lighthearted tones continuously fragmented by the falling of small drops that represent the urinary tract discomfort that disturbs the rhythm of sufferers’ days. At the end of the commercial, the rhythm of the music returns in a linear fashion, suggesting that urinary tract wellness has been restored, with the help of Cistiflux.
Armando Testa is pleased to partner, once again, with one of Italy’s leading pharmaceutical companies, providing its expertise in this area.
Credits
Client: Alfasigma
Director Consumer Healthcare: Adelaide Raia
Marketing Director Consumer Healthcare: Serena Ferrari
Nutra&Intimate Care marketing manager: Veronica Pauletto
Yamaha Motor Europe presents “Born From Glory”. The campaign created by the Armando Testa agency celebratesthe new XSR900 GP, an icon in the Sport Heritage sector and the perfect combination of timeless design and cutting-edge technology.
A motorbike with a bold character and unique personality, created from the glory of the golden age of Yamaha sports and recognisable thanks to its yellow-black livery inspired by the ’70s and ’80s. These iconic colours remind us of the successes of the King, Kenny Roberts, three times World Champion and legend in American competitions thanks to his innumerable successes on the track and flat track which left their mark on motorcycling history and the Iwata brand with his unmistakable style and his unforgettable victories.
Scene after scene, the XSR900 GP takes riders back to the authentic emotions of races in the past, acting like a time machine driving all the clocks crazy, as if by recalling great triumphs they come alive again with ever renewed intensity.
The legendary track at Reims, in France, which has been preserved over time, provides the setting for the campaign: this is a place where the spirit of motorsport is still alive and where XSR900 GP can relight all its allure, making it the ideal way to bridge the eras.
The presence of Kenny Roberts makes this transition even more symbolic. A Yamaha legend, his appearance seals the link between the past and the present, as if it was he himself, accompanying the XSR900 GP as it returns to its origins.
The new campaign created by the Armando Testa agency is an evocative and powerful tribute to a bike which doesn’t limit itself to remembering the past but gets it back in motion.
Produced by AT Studios.
Social and digital planning is also foreseen, with dedicated formats for different channels.
The campaign airs from 28th October 2025.
CREDITS
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
Creative Supervisors: Lorenzo Blangiardo, Maria Meioli
The Negroni brand is communicating again with a new integrated campaign on air from 29th June on main TV channels and digital platforms.
The Armando Testa agency won the account for the integrated communication for the food brand of the Veronesi Group after a pitch. This marks a new stage in the brand’s journey and also introduces the new payoff: “La tua Buona Stella”.
The goal is to describe how Negroni salamis, – a symbol of tradition and conviviality – are present in the most authentic moments we share in our lifetimes. From the first meeting as kids up until building a future together: in our story, Negroni products mark the stages in a love story, they are there with our strongest relationships, they light up our lives with their “Good Star”. The storytelling starts off from one of the brand’s iconic products, the Negronetto, which produces abutterfly effect rich full of emotion and great taste.
“The Negroni star has always enriched people’s everyday lives and today, with new communication we describe how any occasion can become an unforgettable experience, along with our products which trigger emotions and special moments to share. After all, sharing food is the common thread running through lots of moments enjoyed together and for more than a century Negroni has supported the value of sharing food as an authentic gesture. That explains the choice behind the new payoff ‘La tua Buona Stella”. We are also proud to have selected Paolo Genovese as director to tell this story with a cinematic slant, while at the same time the film is exciting and close to everyone who chooses Negroni every day” – comments Claudia Ferrari, Negroni Marketing manager.
“Great stories are made of small gestures and moments of everyday life that make our lives unique.” – add Jacopo Morini and Fabiano Pagliara, Creative Directors of Armando Testa – “This film belongs to everyone, because each one of us has experienced those little moments: sharing a sandwich on the school steps, an aperitif with friends, a family lunch. Little sliding doors that can change our lives for the better. Sooner or later everyone finds his or her good star on their journey.”
With this new creativity, Negroni is strengthening its bond with people, the narrative highlights everyday gestures and authentic emotions, where their products are discreet but vital protagonists: because “when you discover something really good, you always want to share it”. The brand’s iconic jingle, rearranged in a new key, is featured in the new campaign, and it reinforces the emotional link with their consumers.
It was decided to entrust Paolo Genovese with directing the film because he could give the story a cinematic slant to ensure the film aroused emotions and was even closer to consumers.
“Negroni is a brand that we all grew up with, that’s why we wanted to ensure people understood we were talking about something familiar, something real, from the very first frame.” – says director Paolo Genovese, “for me, the beautiful thing about this campaign was the decision to talk about Negroni products by talking to the people they are aimed at, describing their emotions and their stories. It is a tender and deeply human story, we get emotional because it reminds us of some events in our lives. Like in a romantic comedy, we fall in love: with the characters, the simple gestures, the joy of sharing something good. The camera was totally at the service of the story: every shot had to make us feel part of an emotional and light-hearted story.“
The formats planned are 45’’, 30’’ and 15’’ and the first subject to air will feature Negroni cold cuts. Two additional subjects are also planned: one dedicated to cubed ham and another to pre-cooked products.
As well as the film, the campaign will be extended and be featured on social media with a dedicated campaign.
AT Studios handled production of the campaign.
CREDITS
Client: Negroni
Marketing manager: Claudia Ferrari
Brand manager: Francesca Pedrazzi
Digital marketing & communication specialist: Giulia Monti
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
