Media

Icon, the Mondadori Group’s fashion and lifestyle brand for men, is launching its latest issue, “Rebel rebel”, on newsstands as from tomorrow.

A special issue that the magazine edited by Andrea Tenerani devotes to rebels, people who step out of the mainstream to open up new roads, imagine possible new worlds and build a better future.

Icon has chosen five faces for the cover story of the May issue.
Actor Vincent Cassel, whose frequent roles as a rebel have made him an international movie star, confides, in an exclusive conversation with Icon: «The real rebels are people who lead their lives thinking for themselves and saying what they think, even when they know what they say could get them into trouble. Today very few people can afford to do that».

Next up is Liam Gallagher, founder and frontman of Oasis, the archetypal band of the 1990s. «You can tell I’m a born revolutionary just by looking at me. My style is basic, a mixture of casual and outdoor, but I’m more of a trendsetter than all of my colleagues put together,» he tells Icon.

Another cover protagonist is actor Thomas Brodie-Sangster. After appearing in the romcom Love Actually when he was 13 and in 2020’s most viewed TV series, The Queen’s Gambit, at the age of 30, he will be playing one of the most controversial figures in the British pop industry, Sex Pistols’ manager Malcolm McLaren, in the series Pistol, from Oscar-winning director Danny Boyle. The Sex Pistols’ take on rebellion was an inspiration for this issue of Icon and will also be narrated by legendary bass player Glen Matlock, one of the band’s founding members.

Finally, the cover features actor Luis Partridge, who joined Thomas Brodie-Sangster on the Pistol set, and footballer Rafael Leão, whose age and cheerful flamboyance at every match mark him out as one of the top premier league talents of the future.

Starting this month, Icon will also offer an exclusive new column, “In a nutshell”, where contemporary art star Maurizio Cattelan, will tell readers about his favourite artists. A feature with which Icon once again extends its reporting from fashion to art, culture and society to offer its community of readers an ever wider selection of detailed investigations into the passions of the modern man.

Those featured in the May issue also include Wet Leg, an ironic British rock duo, who in the wake of their extraordinary first single, have just released their eagerly awaited debut album, and rebel Michelle Ngonmo, the visionary founder of AfroFashion Week, who is fighting for inclusion in the world of fashion. Also not to be missed are the conversation with Robert Stickgold, a full professor of psychiatry at the Harvard Medical School, who will tell Icon readers why we dream, and, in the Destination Future section, an essay by Ester Viola on why author J.K. Rowling can be considered a rebel.

The stories of individuals who have made a difference by going outside the mainstream will also appear on the Icon.it website and on the brand’s social media, with exclusive interviews with people who have achieved success by following alternative routes. In addition, the magazine has in-depth features and reports on style, the latest trends and a special section on the passions of the contemporary man, ranging from grooming to beverages, from travel to motorcycles.

Grazia USA, the American edition of Grazia, launched as a result of the licensing agreement entered into by the Mondadori Group with Pantheon Media Group LLC, is in the running to win the title of “Best Website & Mobiles Site” in the Fashion and Beauty category of the 2022 Webby Awards.

The International Academy of Digital Arts and Sciences (IADAS) announced the nomination, the committee promoting the prestigious award, made up of the most pre-eminent experts in the digital and technology industry in the USA. At the 26th edition of the Webby Awards – whose winners, announced on Tuesday, 26 April, will receive the award on Monday, 16 May at the historic Cipriani Wall Street in New York – in addition, Grazia USA can boast a double honourable mention in the Websites & Mobile Sites categories – Best Visual Design – Aesthetic and Social – Fashion and Beauty.

A result that further consolidates the success of the first 100% Italian fashion brand in one of the largest and most important countries in the world for fashion and luxury goods.

“We are thrilled that Grazia USA has received a nomination at the Webby Awards: a prestigious award, which, just over a year after its launch, confirms the strength and vitality of our brand in an important market such as the US, contributing not only to consolidating the positioning of Grazia in the fashion and luxury markets, but also to strengthening the founding values of its DNA”, said Daniela Sola, Managing Director International Business of Mondadori Media.

“We are honoured that the Academy has selected Grazia USA in the very first year of operation, not only as a media brand, but also as a contemporary reality alongside consolidated and well-established brands with great traditions”, underlined Melissa Cronin, President and Chief Operating Officer of Pantheon Media Group.

“This year’s nominees are really engaged in the evolution of digital culture and society in the most diverse categories: Websites & Mobile Sites, Video, Advertising, Media & PR, Apps & Software, Virtual & Remote, Podcasts, Social and Video Games”, says the International Academy of Digital Arts and Sciences. “Ultimately, they represent an incredibly stimulating mix of well-established brands on the web and independent projects, but also celebrities and viral phenomena. Of the more than 14,000 entries received from the 50 American states and more than 70 foreign countries, the best ones selected – totalling 12% – will have the chance to win a Webby Award”.

Voting for the 2022 Webby People’s Voice Awards – a parallel edition which allows the public to express their preferences in the same categories reviewed by the experts – will remain open until 11.59 am on Thursday, 21 April. To support Grazia USA in the Fashion & Beauty category, click here .

 Grazia is the first 100% Italian fashion magazine to have exported its successful formula all over the world, from Italy to the United States. The Mondadori Group brand, which today has 21 editions in a total of 23 countries, reaches a global audience of 15 million readers and 45 million unique users, with over 30 million followers on social media.
Present on the American market with the first global digital platform graziamagazine.com, Grazia USA has already received coveted recognition as “Best New Magazine Launch 2021”, awarded based on the brand’s demonstrated ability to combine quality content and unmistakable and up-scale style, consisting of fashion, art, culture and beauty, but also travel, design and entertainment.

The Observatory on changes taking place in markets and with consumers of AdKaora, the Mondadori Group digital agency specialising in user-centric mobile advertising and proximity marketing, published new research called  “In-gaming advertising: communicating is brand’s play”   that analyses the impact of the evolution of gaming on communication and online advertising.

Already extremely popular before the pandemic, over the past two years, video games have also proven to exert huge appeal to new audiences, including women, families and seniors, as well as the younger generations. A fact that has aroused immense curiosity in marketers regarding the new categories and their usage habits.

From the research conducted by AdKaora it emerges how – in a period of poor human interaction, where relationships have been mostly cultivated through technology – video games, digital activities at zero risk, have proved to be a valuable source for linking people, as well as a tool for escaping from reality and counteracting the boredom of spending entire days at home. A phenomenon which has consolidated into a real trend, and the numbers confirm that it is here to stay.

The objective of the study was to investigate the evolution of gaming and player profiles, to understand how brands can reach and interface with them in a more effective and significant way, not only thanks to market knowledge, but also to consumer habits and behaviour.

By using in-gaming advertising it is, in fact, possible to exploit the extremely high attention of users by inserting native advertisements within the game itself, to influence the graphics and/or audio of the gameplay without interrupting the user experience.

Here are the key findings that emerge from the study – here the full version is available for consultation:

•  Gamer. Who are you calling that?
  What happened to the player with glasses, Super Mario t-shirt and trainers on his feet? He no longer exists, or rather, the “archetypal” gamer profile no longer exists. Asking why people play and not what they are playing, is, therefore, the key to gaining a better understanding of this target and intercepting their needs, for developing direct and effective communication. Moreover, also in Italy, the gap between men and women has been progressively closed, as well as the difference between the age groups involved.
• Gaming is mostly mobile
  In addition to browsing, chatting and enjoying content, consumers are increasingly accustomed to playing on the go. Many games for mobile devices have low access levels: i.e., they are based on “familiar” genres such as puzzles, card games or betting, which can be played anywhere. According to a study conducted by IIDEA – Italian Interactive Digital Entertainment Association -, in Italy, gamers devote 8 hours a week to the game, 5 of which using a smartphone at various times of the day. A figure for which it is reasonable to predict that the number of players playing on mobile devices may increase even more during 2022.
• How to reach the gamers target?
  In-gaming advertising has – probably more than any other industry – a variety of emerging advertising formats that behave very differently from media in other channels. Thanks to immersive creativity inserted within the game dynamics in a native and realistic way, it is possible to create a positive association with the brand without interrupting the user experience, increasing awareness and enhancing brand recall.
• Communication opportunities
  A successful in-gaming advertising campaign enables a high brand recall rate: there are high chances for a gamer – mentally very receptive during the gaming experience – to recall the advertising messages that have been incorporated or, at least, the product in question. For brands, therefore, extremely interesting communication opportunities will open up, enabling them to take advantage of very precise profiling and thus build significant content experiences both inside and outside the game in a safe environment, considered by the user as R & R time during the day.

Tv Sorrisi e Canzoni, the Mondadori Group’s flagship entertainment brand, has launched the new Telegatto, the stars’ favourite award, which, for the magazine’s 70th anniversary, evolves with a contemporary look as a green artwork.

With the new completely restyled and sustainable Telegatto, Tv Sorrisi e Canzoni is looking to the future, taking a new approach to celebrate the talent of artistes and enhance the prestige of an award that has become an integral part of the history of Italian entertainment.

The exclusives statuettes, in blue, yellow and fuchsia pink, were designed by Cracking Art, a well-known artistic movement that has created urban installations all over the world. Each piece is made of recycled materials and regenerated plastic, with a procedure that is unique in the world of art.

«We are delighted to present the new Telegatto to the readers of Sorrisi. Our famous statuette has been given a make-over, for a contemporary look in tune with the times. Its function has also changed: the criterion with which the Telegatto used to be assigned was based on a subdivision into categories and it was largely a competitive award. But the world has changed, as has the way entertainment is delivered with the arrival of social media, digital and streaming. At the same time the manner and timing of the presentation is changing: our new Telegatto will be presented on several different occasions during the year, as a recognition of the achievement of the recipient» says Aldo Vitali, editor of Tv Sorrisi e Canzoni.

The Tv Sorrisi e Canzoni awards will be given to the stars of television, music, cinema, and sport, as well as to the most representative personalities in modern entertainment, who for Sorrisi have become reference models for audiences of all ages.

The star who opened the age of the new Telegatto is Vasco Rossi, presented with the Tv Sorrisi e Canzoni award by editor Aldo Vitali as a symbol of Italian music returning to a new season of concerts in Italian stadiums. An artist who is a bridge between different generations of fans.

Vasco Rossi is the cover on this week’s edition of Tv Sorrisi e Canzoni with an exclusive interview. Sorrisi is also putting up tickets for the artist’s tour: simply register on the link https://sorrisi70.sorrisi.com/. All the videos on the award of the new Telegatto will be available on the social channels and on the website of Tv Sorrisi e Canzoni.

Palazzo Mondadori, where the editorial staff of Tv Sorrisi e Canzoni are based, was “invaded” by the new Telegatto for a day: the Cracking Art pieces were placed along the edge of the building created by Oscar Niemeyer for the launch of the initiative. 

The new Telegatto underscores the continuous innovation that has always been a distinguishing feature of the DNA of Sorrisi, a brand that continues to win new generations of readers and users, thanks to its special relationship with the stars of the entertainment industry.

Tv Sorrisi e Canzoni is a multichannel system with an audience of 2.4 million readers (source: Audipress, 2021/III), 3.1 million users (source: Audiweb, January 2022) and more than 950,000 fans (source: Shareablee e Insight, March 2022). Its editorial offer comprises the magazine, Italy’s best-selling and most widely read weekly publication, the website, social media and events.

The creative project was developed and organised by the Hunbranded agency.

To mark Earth Day, that falls on 22 April, Grazia, the magazine edited by Silvia Grilli, presents a special issue entitled Pianeta verde, Pianeta di pace (Green Planet, Peaceful Planet) which brings together the voices of leading figures in the ecological revolution along with stories from people who show that another style of life is possible. The whole world in worried about the war in Ukraine and the inevitable consequences it will have of the balance of power in the world, but there is another battle that must not be forgotten: the fight against global warming.

“We are appalled by the images of Russia’s aggression against Ukraine. It is a horror the effects of which will haunt us for a long time. Not only in history and in our memories, but also engraved in the environment, because the arms industry is the most polluting in the world: and weapons manufacturers are the biggest institutional producers of greenhouse gases on the planet,” declared the editor of Grazia Silvia Grilli. At the end of February, a group of scientists prepared a report for the United Nations, warning that the effects of global warming are increasing extremely rapidly. While the whole world is watching Russia’s aggression against Ukraine, with its unspeakable burden of suffering, there is another battle that cannot be overlooked: that for the survival of the planet. On the occasion of Earth Day, in this special issue, I wanted to hear the voices of some of the leaders of the ecological revolution and the stories that can inspire each of us to change our style of life. Because only commitment of everyone can lead us to a more peaceful and greener future,” Silvia Grilli concluded.

Grazia Pianeta verde, Pianeta di pace is an issue full of interviews, exclusive first-hand accounts, surveys, fashion and beauty features dedicated to eco-sustainability and environmental issues. Readers can read an interview with Jovanotti who with his Jova Beach Party 2022 is breathing life into fundraising efforts, scholarships on environmental issues and missions to clean up natural areas. And, once again, Leonardo DiCaprio, the movie star who has done so much for the environment talks about his vocation, his network of donors and the choices in the pursuit of transparency. Marion Cotillard confides in Grazia that she is tempted to leave the movie business for the ecological battles that have already taken her from Antarctica to the Philippines. Now the actress is coming to cinemas with a documentary about young people who are leading the shift towards a sustainable future.

So, a range of content and activities not only in print, but also on social networks and on the web. In fact, from this week, on the Grazia Instagram profile (@grazia_it), Camilla Mendini, on the web Carotilla, the most famous green influencer in Italy, will be the protagonist of a series of videos against daily waste. It begins with a number of reels dedicated to the issue of clothes and objects that are too often thrown away or destroyed, when they could be usefully recycled.

Grazia, with 21 editions around the world, confirms its role as a brand able to continuously evolve, remaining a point of reference for 3 million users and readers (Source: Nielsen Media Impact Data Fusion, September 2021) and more than 1.6 million fans (Source: Shareablee plus Tik Tok and Pinterest Insight, March 2022).

AdKaora, the Mondadori Group’s digital agency specialising in user-centric mobile advertising and proximity marketing, and Next 14, a leader in marketing technologies, are strengthening their partnership to offer customers a new cookieless solution tracking users’ purchasing decisions through identification of their touchpoints.

The new user identification method AdKaora is working on with Next 14 is based on matches between cookies and ID devices which, in full compliance with privacy legislation, enrich drive-to-store strategies with even more granular cross-device data to permit optimal planning of new high engagement formats for circular, multi-channel brand communications.

Next 14 recently launched its proprietary Rosetta algorithm: an innovative technology designed to help customers create their own private identity graph based on first-party data – that is, data derived from their own tools, such as CRM, web sites and analysis tools – with the goal of connecting different devices in a multi-channel form to improve campaign reach.

Brands and platforms will thus be able to obtain an all-round vision of their audience as they will know all the devices associated with a single person. This solution is made possible by assigning behavioural data linked with various touchpoints to a single profile, relying on first-party data, destined to become increasingly indispensable as third-party cookies are phased out.

Marco Brandstetter, Next Media – Data & Solutions CEO: “What every advertiser wants is to have an all-round vision of the audience. We work every day on innovative technologies for maximising the efficacy of engagement activities and simplifying the work of the professionals who rely on our tools. AdKaora is once again the partner that can make our tools perform better than anyone else, drawing on their experience and great connection with customers.”

The exclusive partnership between AdKaora and Next 14 has been consolidated by a historic synergy involving constant development of key tools for proximity marketing strategies, from the media involved to analysis of results: Next 14’s push notifications permit interception of consumers at important micro-instants, customising the brand’s message and sending users directly to AdKaora’s Find&Go Now!, an intuitive interactive map that guides customers to the nearest point of sale where they can purchase the desired item. Both tools make it possible not only to engage the user at the points of interest involved in the campaign, but to collect important insights for brands as a result of advanced footfall analysis.

With target definition based on the match between cookies and device ID, the two companies want to further perfect post-campaign insights to be provided to brands for fine-tuning future marketing projects.

According to AdKaora CEO Davide Tran: “We have been successfully working with Next 14 for several years to offer exclusive solutions that bring value to our customers with total respect for users’ privacy and UX. With this further project together, we and our partner have set ourselves the goal of identifying users, who are increasingly multi-device (desktop, smartphone, iPad) and multi-environment (online, offline and metaverse, web and apps), and identifying them as unique users in order to direct targeted, high-performing communications toward them via the most appropriate channel. But this is not all we want to do: through target segmentation based on identity graphs, we also want to supply and guarantee precise post-campaign analysis of consumers, offering brands precious qualitative information on users by following all the touchpoints they use in their customer journey.”

ONIM – the National Influencer Marketing Observatory, which analyses Influencer Marketing at the national level in Italy, welcomes new member Mondadori Media, the social multimedia company in the Mondadori Group that leads the Italian market with 60 million fans.

This synergy will broaden ONIM’s vision of the Italian market even further, integrating the experience and know-how of the Mondadori Media brands, which lead the way in vertical segments linked with the Italians’ great passions: from Giallozafferano to Focus, MyPersonalTrainer and The Wom, to mention only a few.

The social multimedia company holds a distinctive position with 110 social profiles and a growing fanbase on all platforms. This dynamic range continues to grow with innovative editorial content drawing on exclusive partnerships with more than 200 top creators particularly popular with Generation Z, a target that is increasingly the focus of brands’ projects and special initiatives.

“The addition of a company like Mondadori Media,” says Matteo Pogliani, ONIM Founder and President, “represents yet another step toward a complete understanding of influencer marketing and the creator economy in Italy. Mondadori Media has stood out over the years for its constant focus on creators, leading to particularly interesting forms of synergy and integration. It represents a case history worth analysing, offering us an opportunity to broaden our horizons in different directions from “classic” Influencer Marketing”.

“We’re very proud to become a part of ONIM: as Italy’s top social destination, we maintain a constant focus on new idioms and the production of innovative, creative formats”, commented Andrea Santagata, General Manager of Mondadori Media. “Our brands respond to the demands of an increasingly vast public, playing a leading role on the social networks, where we can count on the collaboration of a team of creators including top talents from Italy and abroad. This is why we consider it strategic to continue focusing on influencer marketing, adding to and strengthening our range of content,” concluded Santagata.

AdKaora, a Mondadori Group company specialising in user-centric mobile digital advertising and proximity marketing, has been chosen by Sutter to promote its Emulsio MangiaPolvere line of anti-static sprays with a proximity marketing strategy intended to cover all the steps in the funnel.

The campaign, managed with Asset Media and online in November and December, fully met key brand awareness and drive to store goals with a combination of creative high impact formats employing advanced proximity advertising tools to create a highly effect circular multichannel project.

Product awareness was boosted with a new-generation rich media format by AdKaora Creative Studio: the Geyser, an innovative graphic solution with high engagement power designed to offer users a unique brand experience. When opened, the format shows a product presentation video projected from below, ready to explode in the centre of the device’s screen with a geyser-like effect. An interactive carousel allows users to find out about the features of each product in a highly effective customised way through a series of calls to action designed to take users directly to the brand’s website and offer them more information on the item of interest.

To promote footfall in the stores involved in the campaign, the strategy involved use of a mixture of geolocal mobile display advertising formats and near-store, in-store and near-product push notifications, shown to customers in the vicinity of participating stores and set up to steer them to AdKaora’s proprietary Find&Go Now! technology, an interactive map that leads the consumer to the nearest shop where they can buy the product.

Results were positive in terms of both engagement rate and increased footfall: the interaction rate registered with the Geyser format was   13.6%; while the Find&Go Now! engagement rate was 25.6% and uplift in footfall at participating stores reached 22.3%.

To check the effect of the campaign, the AdKaora solutions were, moreover, combined with sales and product data collected through a qualitative analysis by CheckBonus and a quantitative analysis by IRI, both partners of the agency.

With CheckBonus, a variety of marketing tools was used to give visibility to the products and obtain valuable insights in terms of sales drill-down, sales by retailer and sell-out analyses, together with socio-demographic breakdown and consumer behaviour data. A special survey provided information on the factors that influenced purchases, brand and product perception, and the positioning of the brand with respect to competitors. It emerged that the most frequently visited stores were Coop, Conad and Famila: a result confirming the prominence of supermarkets among the points of sale, revealing the extent to which the brand is known for the variety of its products.

The analysis supplied by IRI, which monitors the effects of advertising on product purchasing during a specific period, highlighted positive results in terms of sales uplift with a sales increment of 1.45%.

Davide Tran, CEO AdKaora: “Another successful full pack proximity marketing initiative representing the perfect “marriage” of our rich media formats, which reinforce user engagement and position themselves at the top of the funnel, and our advanced proximity suite. For the latter, analysis of footfall, post-sales and brand lift surveys do not represent the end point of our strategy, but offer inspiration for better organisation of brands’ subsequent advertising plans, on the basis of exclusive insights about products and consumers. In this campaign with Sutter, we have once again achieved important results, to the customer’s great satisfaction, meeting the required KPIs.”

The Wom, the 100% inclusive digital media brand for young millennials and generation Z, is today launching the #TheWomPower campaign to celebrate everyone’s uniqueness and freedom to express their personality.

The project is designed to actively involve the new generations on social media through an innovative and inclusive tool, which encourages creativity and helps people speak frankly and openly about themselves, becoming an inspiration to all the community.

People who do not wish to be boxed into a single definition are being invited by The Wom to share their “superpowers” on social media, i.e. share what makes them exceptionally normal, creating a short video with the new #TheWomPower TikTok effect and the Instagram filter. 

Just use your hands to create the The Wom “W” in front of your smartphone’s camera to activate the effect and be surrounded by the new explosive purple cloud in the brand’s palette, and so transform into one of the WOMderful Heroes with the courage and determination of The Wom. The effect is completed by the original Be WOMderful audio track composed specifically for it.

“After its début last month, the new #TheWomPower campaign is a new piece in the The Wom communication strategy aimed at reaching the young generation as its target, promoting the brand’s values. It is an initiative aimed at making everyone feel perfect in their uniqueness, multiplying the contents and positive models they can see themselves in. Because being normal is an amazing endeavour,” declared Daniela Cerrato, mass market brand manager for Mondadori Media.

The campaign has been developed working with the brand’s Gender and Inclusion editor, focusing also on accessibility for people who have hand motor coordination issues.

“The Instagram filter is completely inclusive: it can be activated your fingers or mouth. It is an important step towards eliminating all types of barriers,” explains Benedetta De Luca, Gender and Inclusion editor for The Wom.

The campaign will be expanded by the The Wom squad and involve over 50 creators. These include body positive creator Giorgy Colella, gamer and cosplayer Antonella Arpa – Himorta, creator and makeup artist Abbia Maswi, curvy influencer Barbara Conte, creator and gamer Gioffy, makeup artist and beauty creator Beatrice Gherardini, fashion stylist and creator Lucia Andreoli, beauty creator and makeup artist Pierangelo Greco and beauty creator Arienne Makeup.

All contents created by users and creators will be included in the #TheWomPower effect page on TikToK and in the The Wom Instagram stories.

The project was developed with the contribution of the TikTok Italia team and the FLU and Cosmic agencies.

To support the launch of #TheWomPower, a domination and amplification campaign was put in place and is currently active on TikTok and Instagram.

The Wom can count on a growing audience: in February, its total fanbase on social media was 3.7 million, with 100,000 more followers compared to January, with 2 million interactions (Source: Sharablee and Insight, February) and a 38% increase in unique users on the web (source: Google Analytics, February vs January).

The initiative confirms the versatility of the project that can be activated on the The Wom platform. Thanks to marketing by Mediamond, the brand’s exclusive dealer, customers can use original formats that strategically combine videos, reels, stories and challenges, curated with The Wom editors, to talk about different product sectors, ranging from beauty to fashion, pharma to travel. In each of these sectors it is possible to activate commercial solutions with different types of offers, with guaranteed reach and possibly involving the most WOMderful creators.

Focus, the Gruppo Mondadori brand leader in scientific dissemination, is launching “Talks”, a new web and social media channel which, through direct interviews with scientists, researchers and science communicators, will talk about the innovations and transformations that will change the world in the next thirty years.

In this video library with original contents, available on Focus.it, Facebook and YouTube, Focus will give a voice to the most authoritative representatives of the scientific and academic community: well-known and respected speakers will share their views and vision on the future of science, technology, environment, medicine, nutrition, lifestyles and sustainability, in a variety of formats that range from presentations and debates to live events.

Challenges, progress and evolution will continue the story that the brand started with Focus Next 30, the series of special initiatives and in-depth talks that Focus launched to celebrate its 30^th anniversary in 2022. This journey can build on a strong and constantly increasing digital audience, with over 4.2 million fans on social media that add to the 5 million readers and users.

The Focus “Talks” will be inaugurated with 4 exclusive videos, premiering online:

Nanomedicine for challenging tumours
Marco Ferrari, an academic and entrepreneur, involved in studies on nanotechnologies applied to tumour therapy, will speak of his experience in academia and his research that focuses on the development of nanomedicines.

The motor of water
Giulio Boccaletti, one of the world’s most important experts in environmental safety and natural resources, will speak about water, sharing his experience at The Nature Conservancy, the world’s largest environmental non-governmental organisation, where he directed programmes on this resource in over 70 countries and territories.

The first environmentalist
Paolo Colombo, professor of History of political institutions in the Faculty of Political sciences in the Università Cattolica del Sacro Cuore [university] in Milan, will talk in detail of Alexander Von Humboldt, a naturalist, explorer and scientist who, two centuries before anyone else, spoke of the dangers and consequences of man recklessly exploiting the natural environment.

Fantasy & Science Fiction
Two people will hold this talk, the fantasy writer Laura Troisi and Luca Perri, an astrophysicist working in the Merate Observatory and the Milan Planetarium, which has been dealing with science dissemination for more than ten years. In their talk, they will speak about how literature, fantasy and science seep into one another and mix.

The “Talks” format will be expanded by talks from scientists, astronauts, athletes, artists and experts from all over the world who took part in Focus Live. Every year, the unmissable Focus festival of science offers an audience of fans a thick programme of meetings, events and experiences, with the participation of well-known international figures. Available for the first time on demand, there will be talks by Telmo Pievani, Stefano Mancuso, Giampiero Accinelli, Barbara Mazzolai, Norma’s Teaching, Alberto Mantovani, Luca Parmitano, Bebe Vio, Oliviero Toscani, Tommaso Ghidini, Vittorio Sgarbi and many more.

This digital library of exclusive videos will be with the Focus community until the event’s next edition, which will be held from 4 to 6 November in the Leonardo da Vinci National Museum of Science and Technology in Milan and streamed live.

Source: Nielsen Media Impact Data Fusion, October 2021
Source: Shareablee + Insight, January 2022