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SMX Milan 2015 SMX Milan 2015

At a glance

Data: dal 12/11/2015 al 13/11/2015
Location: Melià Milano Hotel
Indirizzo: Via Masaccio, 19
Città: 20149 Milano (MI)

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Contacts

Conference Manager

Simona Clarizio 06.80.91.18

Sponsorship Opportunities

Eleonora Capri 06.809118

SMX Milan 2015


#smxmilan

SMX "Search & Social Media Marketing Expo" Milano in programma il 12 e 13 novembre a Milano è il più atteso e innovativo evento internazionale nel campo del digital marketing organizzato da Business International in collaborazione con Third Door Media prevede 2 giornate di formazione e aggiornamento professionale condotte da oltre 50 tra i massimi esperti di marketing a livello internazionale su Search Marketing, Social Media, Mobile, Customer experience, Content Marketing, Visual storytelling e tanto altro ancora.

L’edizione 2015 offrirà alcune importanti novità nel format, nei contenuti e nei protagonisti e nell’introduzione nella giornata dell’11 novembre del primo SMX bootcamp dedicato ai meno esperti.

Special Price Accomodation

Business International per SMX MILAN 2015, in partnership con Ventana Group ha selezionato delle strutture con tariffe vantaggiose e facilmente raggiungibili con i mezzi:

Gli hotel sono prenotabili attraverso il link https://booking.ventanagroup.it/on/SMXMILAN2015


Agenda

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Giovedì 12 Novembre 2015 – Giornata Conclusa
08:00
Breakfast & Registration
09:00
Welcome Remarks & Keynote Speaker
Google has evolved significantly from its early days, morphing from a simple list of ten blue links to today's rich search results which include images, news, video, real-time and a variety of other types of content. Furthermore, Google is now putting the mobile experience front and center, tailoring results to both an individual and their location. Google's Maile Ohye describes this fascinating journey and offers a glimpse of what to expect in the future. (#smx #key1)

Chairman:

Sean Carlos, President, Antezeta

Maile Ohye, Senior Developer Programs Engineer, Google Inc.
10:15
Refreshments & Expo Hall Time
The Periodic Table Of SEO Ranking Factors: 2016 Edition
The Mad Scientists Of Paid Search
The Elements Of Viral-Worthy Content
Sponsored Session
Room change
The Latest In Advanced Technical SEO
Taking Retargeting To The Next Level
Marketing Mastery On YouTube
This session is sponsored and produced by Oracle
This ever popular SMX session takes a look at which search ranking factors are currently influencing SEO results. What's on the rise; what's on the decline; what still works? Our panelists parse the data and focus on the key elements that deliver maximum SEO success in 2016 and beyond. (#smx #11a)

Chairman:

Sean Carlos, President, Antezeta

Andre Alpar, CEO, AKM3 GmbH
Daniel Furch, Head of Content Marketing, Searchmetrics
While most of us spend our days toiling away in the deepest details of paid search campaigns, the mad scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Come hear our distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself. (#smx #11b)

Chairman:

Chris Sherman, Founding Editor, Search Engine Land

Andrew Goodman, President, Page Zero Media
Patricia Hursh, VP Client Delivery, SmartSearch Marketing
Soren Ryherd, President & Co-Founder, Working Planet
Viral online content is capturing more and more attention, rivaling or even surpassing traditional media distribution. So what’s the recipe for compelling viral content? One part gut feel, a dash of hard-nosed analytics and a deep understanding of the needs of your audience or customers are some of the key ingredients far-sighted marketers are using to amplify the results of their online campaigns. (#smx #11c)

Chairman:

Eric Sylvers, Staff reporter, The Wall Street Journal

Paxton Gray, Director of Marketing Operations, 97th Floor
Paola Liberace, Consumer Market Research, Telecom Italia
To be defined (#smx #11d)
While you're a master of the technical basics, even battle-scarred veterans can run into serious challenges when they dive into web site infrastructure, and find that things get a lot more complicated. URL parameter facets + pagination + canonicalization? Mobile + international versions? Local/geo + rel next/prev + AJAX? If you're stumped on some of these issues you're not alone. Come hear how the experts tackle the crazy, complicated technical issues that completely sabotage even the best SEO efforts. (#smx #12a)

Chairman:

Susan Geraeds, SEO Product Owner, Booking.com

Giuseppe Pastore, SEO manager - luxury fashion online retail
Simone Rinzivillo, CTO & Co-founder, Mamadigital
New techniques to better understand who is visiting sites and viewing ads are enabling more sophisticated audience segmentation and message targeting. Google Analytics, Facebook, Twitter and others have made audience segmentation and targeting using both third-party and first-party data accessible. This ability to offer personalized ad experience can significantly increase conversion rates and ROI. In this session, you'll learn innovative tactics for segmenting audiences and tailoring ad campaigns that speak to prospective customers at a seemingly one-to-one level. (#smx #12b)

Chairman:

Francesco Tinti, Owner, Active Mind

Marco Volpe, CMO, Edita
Going viral on YouTube can generate thousands of views. But that doesn’t mean you should promote your business on a cat related, lip synching, or celebrity gossip video. So what’s the best approach to leveraging the huge potential of YouTube? Come to this session to learn best practices for socially promoting your videos… while maintaining the integrity of your brand. (#smx #12c)

Chairman:

Sean Carlos, President, Antezeta

Anna Covone, Consulente, TuttosuYouTube
Giorgio Soffiato, MD, Marketing Arena
Ottimizzazione del (Re)Targeting con Oracle DMP Oggigiorno ci sono molteplici tool e canali all’interno del mondo del Search nelle sue varie declinazioni; la sfida è quindi diventata come avere una vista aggregata e olistica che consenta la definizione ottimale delle campagne e dei profili sia per il targeting che re-targeting. All’interno di Oracle Marketing Cloud la soluzione di DMP indirizza esattamente questa tematica con l’obiettivo di evolvere i modelli di business esistendo portando le performance ad un nuovo livello. (#smx #12d)

Stefano Varasi, Sales Executive Marketing Cloud, Oracle
13:00
Lunch & Expo Hall Time
Keywords Are Dead - Long Live Concepts, Entities & Audiences!
Ad Bidding Strategies & Bid Modifiers
Winning Strategies With Facebook Ads
Sponsored Session
Still thinking in terms of which keywords you should target for your SEO or paid search activities? Think again. With SEO, especially with Google Hummingbird, keywords might be entered by searchers, but concepts and entities are what get processed to find matches. This session looks at the shift away from the keyword-based world, with tips and strategies for thriving in a concept-driven world. (#smx #13a)

Andre Alpar, CEO, AKM3 GmbH
Gianluca Fiorelli, Consulente Strategic SEO e Inbound Marketing, IloveSEO.net
Everett Sizemore, Director, R&D, Inflow
Ryan Wall, Chief Revenue Officer, Idea Evolver
You pay when users click on your search ads. But not all clicks are equal when calculating ROI. In this session, you'll learn to maximize the return on your paid search campaigns by using modifiers that automatically change bids by various dimensions, such as time of day, geography and device type. (#smx #13b)

Chairman:

Chris Sherman, Founding Editor, Search Engine Land

Andrew Goodman, President, Page Zero Media
Andrea Serravezza, Head of Advertising, BizUp
From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In this session, we'll hear about innovative ways advertisers are tapping into Facebook's evolving capabilities, using first-party data and testing ad formats and messaging to meet engagement and revenue goals for their businesses. (#smx #13c)

Chairman:

Valentina Vellucci, Digital Analyst, MagillaGuerrilla

Dane Cobain, Social Media Specialist, fst the Group
Roberto Scatena, Client Solutions Manager, Facebook
To be defined (#smx #13d)
15:30
Refreshments & Expo Hall Time
Advanced Link Auditing & Best Practices For Acquiring Authoritative Links
Conversion Rate Rockstars
Reacting To Real-Time Events: Being On-Point For Mass Appeal
This session is sponsored and produced by Socialing Institute
Learn to diagnose whether a site has been hit by a link-based penalty and identify the likely causes, including manual action, algorithmic penalty or negative SEO. Panelists will address critical topics such as what constitutes "good" vs. "bad" links, discuss what to do if you've been hit with a link penalty, plus teach you how to be proactive about link auditing and risk assessment. You'll learn how to streamline link evaluations and the steps required to effectively manage link disavow processes when clean-up is necessary. You'll also learn scalable, white hat tactics for earning high quality links, including content development and PR-based strategies to drive meaningful citations and build authority while avoiding questionable link acquisition tactics. (#smx #14a)

Gianluca Fiorelli, Consulente Strategic SEO e Inbound Marketing, IloveSEO.net
Matteo Monari, COO, BizUp
Jason White, VP of SEO and SMM, DragonSearch
Dynamic landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal of customer conversion — getting website visitors to take action by buying, registering, downloading, calling, or whatever your desired outcome may be. The conversion rockstars on this panel will show you how to get inside your visitors' brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion. (#smx #14b)

Chairman:

Sante Achille, Search Marketing Consultant

Stanislas Di Vittorio, CEO, ESV Digital
Patricia Hursh, VP Client Delivery, SmartSearch Marketing
Purna Virji, Senior Bing Ads Client Dev. & Training Specialist, Microsoft Bing
Social media enables “Real Time Marketing Moments,” and brands are mustering resources to participate in the conversation during high-profile sporting and media events… with mixed results. Some RTM Moments are one-hit wonders; some are egg-on-the-face blunders. But with adequate forethought, RTM Moments can deliver brand engagements that are timely, on-message, culturally relevant and memorable. In this session you’ll learn how social teams inside large brands and the agencies that support them plan for RTM Moments, glean insight in real-time, and respond swiftly with appropriate and results-delivering messaging. (#smx #14c)

Chairman:

Roberto Favini, Business Analyst, Hearst Magazines Italia

Gianandrea Facchini, CEO, Buzzdetector
Rachele Zinzocchi, Digital Strategy R&D Consultant, Public Speaker, Coach, Docente, Autrice
Il ruolo dei New Media e Social Network nel dopo Expo Milano Expo 2015 è stato un grande successo. Il tema della nutrizione, declinato nelle sue numerose sfaccettature, ha attratto studiosi, esperti operatori economici a confrontarsi per sei mesi sul tema della alimentazione. All’interno del successo di Expo un ruolo importante è stato sicuramente ricoperto dai Social Network. Il Socialing Institute (www.socialing.org) è stato partner ufficiale della Cascina Triulza ed ha presentato numerose proposte per coadiuvare le imprese ed organizzazioni partecipanti ad utilizzare in modo efficace questi strumenti. Questa sessione intende presentare ai partecipanti un quadro generale dell’utilizzo dei Social Network prima, durante e dopo Milano Expo 2015. - Il ruolo dei new media e social network nell’acquisto di prodotti agroalimentari: il chilometro verde - Il ruolo dei new media e social network nel successo di Expo 2015 - La strategia dei social media di Expo S.p.A.: il ruolo dello storytelling - Le tecnologie di customer experience a supporto del business nel dopo Expo In occasione dell’evento verrà presentato il libro: “Socialing – Un nuovo equilibrio tra consumatori, imprese e mercati” di Andrea Farinet, edito da Franco Angeli (#smx #14d)

Alessandra Albretti, Head of Media Management & Communication Projects, Expo 2015
Giacomo Biraghi, Digital PR, Expo 2015
Andrea Farinet, Chairman, Socialing Institute
Stefano Mirti, Responsabile Social Media Team, Expo 2015
Giovanni Ravasio, Country Leader Applications, Oracle Italia
17:15
Networking Reception in the Expo Hall
18:15
End of day 1
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Venerdì 13 Novembre 2015 – Giornata Conclusa
08:00
Breakfast & Registration
09:00
Keynote "The Power Of Location"
At a time when smartphones shape the consumer journey from dawn to dusk, there is one mission-critical piece of marketing information that has gone largely overlooked--location. Location data drives mobile consumers to your doorstep via maps, apps, directories, and search engines. It drives engagement on mobile devices. It drives greater performance and efficiency in digital and social advertising. Discover if you're fully leveraging the full power of location in this engaging session led by Jeff Rohrs, CMO of Yext and author of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers. (#smx #key2)

Chairman:

Sean Carlos, President, Antezeta

Jeffrey K. Rohrs, Chief Marketing Officer , Yext
The Most Common SEO Mistakes, And How to Fix Them
Surviving Google’s Mobile Friendly Drive
Advanced Winning Strategies With Facebook Ads
Sponsored Session
Let's face it - sometimes "conventional wisdom" and "SEO best practices" are just flat-out wrong, and can actually hinder rather than help your efforts at gaining search visibility. In this session, veteran search marketers looks at the most common mistakes they have encountered and offer solid advice on how to remedy their negative impacts on search marketing campaigns. (#smx #21a)

Chairman:

Susan Geraeds, SEO Product Owner, Booking.com

Matteo Monari, COO, BizUp
Francesco Piersimoni, SEO Senior, Co-Founder, Co-Owner, Adrias Online
Stephan Walcher, Head of Product Management , OnPage.org
Ready? Google has said that its new mobile-friendly algorithm will impact more sites than their Panda or Penguin algorithms. And though mobile SEO has much in common with traditional SEO, other factors weigh significantly in mobile search algorithms. For example, how important is the mobile user experience? Is your site responding properly to tablets vs. phones or even different types of phones? What about load time, link placement, http status codes, or the use of rich content? To be truly effective at mobile SEO, you need to pay close attention to these and other factors, and this session shows you how. (#smx #21b)

Chairman:

Chris Sherman, Founding Editor, Search Engine Land

Shawn Dragann, CEO, Idea Evolver
John Müller , Webmaster Trends Analyst, Google
Marcus Tober, CTO/Founder, Searchmetrics GmbH
From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In today's session, we'll hear about the more advanced ways advertisers are tapping into Facebook's evolving capabilities to meet engagement and revenue goals for their businesses. (#smx #21c)

Chairman:

Gian Caprini, Global Senior Consultant, Digital Marketing, Expedia

Andrea Lai, Sales Manager / Head of Performance marketing (Italy), Facebook
Paolo Picazio, Global Marketing Partnerships, Facebook
Fabio Sutto, Digital Strategist and Owner, Performance Based IT
To be defined (#smx #21d)
11:15
Refreshment & Expo Hall Time
The Next Generation of Structured Data: Taking Markup To The Next Level
What You Should Be Doing In Search & Mobile
Recovering From A Social Media Mistake
Sponsored Session
In this session, you'll learn how to go beyond basic schema or related microdata markup by using structured data markup to gain greater visibility outside of standard web search, and take full advantage of new marketing opportunities in mobile and conversational (voice) search. You'll hear new ideas for creating indexable apps, leveraging JSON-LD to push app content and actions to search results, the Knowledge Graph and more, and how to track your success using Google Tag Manager and other tactics. (#smx #22a)

Chairman:

Sante Achille, Search Marketing Consultant

Everett Sizemore, Director, R&D, Inflow
Ryan Wall, Chief Revenue Officer, Idea Evolver
Mobile SEO has much in common with traditional SEO, but other factors weigh significantly in mobile search algorithms. Likewise, your mobile ad campaigns need to be developed and structured differently than your desktop efforts. This session goes beyond the basics of mobile search marketing and brings you up to speed on crucial tactics you won't want to overlook. (#smx #22b)

Chairman:

Sean Carlos, President, Antezeta

Ale Agostini, Managing Director , AvantGrade
Luca Bove, Local Marketing Expert, Local Strategy
Marco Ziero, Co-owner, CMO, MOCA Interactive
It is virtually inevitable. Your well organized and managed social media marketing department will slip-up at some time, and the social audience will punish you for it. In this session you’ll hear from brands that have survived social media miscues, from minor gaffes to major transgressions, and how they avoided the reputation-damaging consequences… then and in the future. (#smx #22c)

Chairman:

Stephen Croncota, Head Of Marketing, Communications & PR, Versace

Dane Cobain, Social Media Specialist, fst the Group
Rachele Zinzocchi, Digital Strategy R&D Consultant, Public Speaker, Coach, Docente, Autrice
To be defined (#smx #22d)
13:00
Lunch & Expo Hall Time
Ask Me Anything With Google
Converting The Mobile Visitor
Measuring Up With Social Analytics
Sponsored Session
A highlight of SMX is this "ask me anything" session where Google takes on any question an SEO has. It'll begin by covering some of the most asked about SEO issues over the past year, with plenty of time for open questions from the audience. You won't want to miss it! (#smx #23a)

Chairman:

Chris Sherman, Founding Editor, Search Engine Land

John Müller , Webmaster Trends Analyst, Google
Ignoring mobile users is foolhardy in a world where mobile traffic accounts for as much as 50% of all internet traffic... and a large percentage of sales. But what's the best way to attract and convert mobile users? Text ads? Display ads? Click-to-call offers? And what about targeting, by device, by location, or even by demographics of users on specific carriers? Attend this session and learn effective tactics for converting mobile visitors into customers. (#smx #23b)

Chairman:

Paolo Zanzottera, Co-Founder, Appocrate.it

Giovanni Farese, Head of Telemarketing & Taletelling, Axelero Spa
Marco Volpe, CMO, Edita
Proving tangible ROI is key to persuading management and clients to invest more in social media marketing. This session looks at social media analytics methods, how to measure "conversions" when there may be no identifiable transactions, as well as some of the tools available to measure ROI and performance of social media activities. After this session, you'll be able to conclusively demonstrate the value social media brings to the marketing mix. (#smx #23c)

Chairman:

Sean Carlos, President, Antezeta

Jon Quinton, Agency Director, Builtvisible Ltd
Stijn Van De Vyver, Online Communications Manager, iMinds
To be defined (#smx #23d)
15:30
Refreshments & Expo Hall Time
16:00
State of Digital Marketing 2016
The speed of change in the world of online marketing continues to change at a breakneck pace. In this wide-ranging slide free roundtable conversation some of the foremost marketing experts in the world discuss changes in the world of paid, organic, social and display, how it impacts current campaigns and what to expect in the coming year. (#smx #sdm)

Chairman:

Susan Geraeds, SEO Product Owner, Booking.com
Chris Sherman, Founding Editor, Search Engine Land

Matteo Monari, COO, BizUp
Jeffrey K. Rohrs, Chief Marketing Officer , Yext
Purna Virji, Senior Bing Ads Client Dev. & Training Specialist, Microsoft Bing
17:00
End of the Event
Download agenda
* il presente programma è provvisorio e suscettibile di variazioni

Speakers

Sante Achille Sante Achille Search Marketing Consultant
Ale Agostini Ale Agostini Managing Director AvantGrade
Alessandra Albretti Alessandra Albretti Head of Media Management & Communication Projects Expo 2015
Andre Alpar Andre Alpar CEO AKM3 GmbH
Giacomo Biraghi Giacomo Biraghi Digital PR Expo 2015
Luca Bove Luca Bove Local Marketing Expert Local Strategy
Gian Caprini Gian Caprini Global Senior Consultant, Digital Marketing Expedia
Sean Carlos Sean Carlos President Antezeta
Dane Cobain Dane Cobain Social Media Specialist fst the Group
Anna  Covone Anna Covone Consulente TuttosuYouTube
Stephen Croncota Stephen Croncota Head Of Marketing, Communications & PR Versace
Stanislas Di Vittorio Stanislas Di Vittorio CEO ESV Digital
Shawn Dragann Shawn Dragann CEO Idea Evolver
Gianandrea Facchini Gianandrea Facchini CEO Buzzdetector
Giovanni Farese Giovanni Farese Head of Telemarketing & Taletelling Axelero Spa
Andrea Farinet Andrea Farinet Chairman Socialing Institute
Roberto Favini Roberto Favini Business Analyst Hearst Magazines Italia
Gianluca Fiorelli Gianluca Fiorelli Consulente Strategic SEO e Inbound Marketing IloveSEO.net
Daniel Furch Daniel Furch Head of Content Marketing Searchmetrics
Susan Geraeds Susan Geraeds SEO Product Owner Booking.com
Andrew Goodman Andrew Goodman President Page Zero Media
Paxton Gray Paxton Gray Director of Marketing Operations 97th Floor
Patricia Hursh Patricia Hursh VP Client Delivery SmartSearch Marketing
Andrea Lai Andrea Lai Sales Manager / Head of Performance marketing (Italy) Facebook
Paola Liberace Paola Liberace Consumer Market Research Telecom Italia
Stefano Mirti Stefano Mirti Responsabile Social Media Team Expo 2015
Matteo Monari Matteo Monari COO BizUp
John Müller  John Müller Webmaster Trends Analyst Google
Maile Ohye Maile Ohye Senior Developer Programs Engineer Google Inc.
Giuseppe Pastore Giuseppe Pastore SEO manager - luxury fashion online retail
Paolo Picazio Paolo Picazio Global Marketing Partnerships Facebook
Francesco Piersimoni Francesco Piersimoni SEO Senior, Co-Founder, Co-Owner Adrias Online
Jon Quinton Jon Quinton Agency Director Builtvisible Ltd
Giovanni Ravasio Giovanni Ravasio Country Leader Applications Oracle Italia
Simone Rinzivillo Simone Rinzivillo CTO & Co-founder Mamadigital
Jeffrey K.  Rohrs Jeffrey K. Rohrs Chief Marketing Officer Yext
Soren Ryherd Soren Ryherd President & Co-Founder Working Planet
Roberto Scatena Roberto Scatena Client Solutions Manager Facebook
Andrea Serravezza Andrea Serravezza Head of Advertising BizUp
Chris Sherman Chris Sherman Founding Editor Search Engine Land
Everett Sizemore Everett Sizemore Director, R&D Inflow
Giorgio Soffiato Giorgio Soffiato MD Marketing Arena
Fabio Sutto Fabio Sutto Digital Strategist and Owner Performance Based IT
Eric Sylvers Eric Sylvers Staff reporter The Wall Street Journal
Francesco Tinti Francesco Tinti Owner Active Mind
Marcus Tober Marcus Tober CTO/Founder Searchmetrics GmbH
Stijn Van De Vyver Stijn Van De Vyver Online Communications Manager iMinds
Stefano Varasi Stefano Varasi Sales Executive Marketing Cloud Oracle
Valentina Vellucci Valentina Vellucci Digital Analyst MagillaGuerrilla
Purna Virji Purna Virji Senior Bing Ads Client Dev. & Training Specialist Microsoft Bing
Marco Volpe Marco Volpe CMO Edita
Stephan Walcher Stephan Walcher Head of Product Management OnPage.org
Ryan Wall Ryan Wall Chief Revenue Officer Idea Evolver
Jason White Jason White VP of SEO and SMM DragonSearch
Paolo Zanzottera Paolo Zanzottera Co-Founder Appocrate.it
Marco Ziero Marco Ziero Co-owner, CMO MOCA Interactive
Rachele Zinzocchi Rachele Zinzocchi Digital Strategy R&D Consultant, Public Speaker, Coach, Docente, Autrice

Media Gallery

  Videos

SMX Milan 2015 - Jeffrey K. Rohrs, Keynote Speaker

SMX Milano 2015 - Trailer

SMX Milan 2015 - Intervista a Chris Sherman

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Venue

Location: Melià Milano Hotel
Indirizzo: Via Masaccio, 19
CAP: 20149
Città: Milano (MI)

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