For Inventa TRO, 2019 was a winning year with profit growth of over +20% and 15 tenders awarded.
Magaraci: “We are involved in several large pitches, one of which concerns a public company”

The Managing Director illustrated the main results they have achieved in terms of business in the year just ended, looking to 2020 with great expectations of growth but also consolidating the partnership with the clients in the portfolio.

Inventa TRO, the only representative in Italy of Omnicom Experiential Group, which includes the best experiential agencies of the Network worldwide, has archived a year, 2019, of great results and satisfaction. “A winning year” declared to e20express Antonio Magaraci (pictured) who took stock of the main results achieved.

“I would like to point out that this was the third consecutive year of significant growth in terms of both turnover and profit. In particular, in terms of profit, we grew by more than 20% compared to last year. This is an extraordinary result, especially if we consider that in 2018 we had already recorded exceptional growth compared to 2017. And this, we know, is always important, but it is a little more so when you are part of an international group (Omnicom) listed on the stock exchange and therefore particularly attentive to financial indicators.”

For the manager, the basis of this growth trend is the consolidation of the positioning of the acronym’s Experience Agency, which rests on 3 pillars that refer to pre-, during- and post-experience. In other words, Magaraci specifies: “solid strategic approach, extremely careful execution of the activity, data analysis through our business intelligence tool”.

2019 was also the year for Inventa TRO to obtain the ISO certification, which attests to the agency’s solid and quality way of working. Important results also in terms of new business in the year just ended with: “15 tenders won, almost 50% of those in which we participated. I was sorry, however, to note the confirmation of a trend: that of tenders not awarded. Last year, about 20% had no winners”

Speaking instead of projects, we asked the manager which ones stood out for the type of activity proposed or the results achieved.

“In 2019 we tackled many challenging projects. The event that had the greatest resonance was undoubtedly the launch of the Galaxy A line for Samsung. A large immersive B2B and B2C event that saw simultaneous activations in Milan, Bangkok, and Sao Paulo. For the third year in a row, we consolidated our partnership with the Bacardi group. Over the year, we created and managed more than 300 On Trade activations for the St. Germain, Patron, and Grey Goose brands, in addition to Advocacy activities, rather complex events that require in-depth knowledge of the bar channel and the spirits industry.

For Biraghi we managed many projects, including one in particular that was long in the making and highly visible: I am referring to the creation of an experiential path in the 11 windows of the Biraghi flagship store in Piazza San Carlo in Turin, which stands out for the presence of a zoetrope with great scenographic impact that leaves the public speechless (read news). Furthermore, among the various communication projects managed for Axa, I would like to mention the creation of retail communication in the MPS branches. I will close with Novartis, for which we have carried out various live communication campaigns and activations thanks to our BU specialized in Pharma”.

Looking ahead to 2020, what projects are in preparation?
“In light of the 2019 results, we naturally expect a lot from 2020. In the meantime, we will consolidate the partnership with many clients, in addition to those just mentioned. And then we have a couple of great opportunities in our sights that will involve our network, including one with a public company”.