INC

Italy

As the only agency in Italy operating under its original brand for half a century, INC has consistently anticipated and adapted to the major changes in the industry. Founded in 1975, INC PR’s 50-year tenure has seen it play a pioneering role in Italy’s PR market, from early introductions of digital and content creation units, to introducing flexible, hybrid working models. The firm is perhaps best known for its food and beverage work, including for Barilla and Heineken, and for a social communications practice that works with more than 30 NGOs and nonprofits, including Amnesty International and UNHCR. 

Financially, INC has demonstrated sustained growth, achieving a compound annual growth rate of 11% over the last five years. The agency celebrated a record-breaking year in 2024, with new business accounting for over 20% of its annual revenues. Notable clients such as British American Tobacco Italy, Danone Italy, and Lavazza handed INC corporate and brand PR briefs, following competitive pitches.

INC's top-tier creative is evident in several standout campaigns. For Heineken Italy’s 50th anniversary, the agency orchestrated an event that engaged industry leaders, reinforcing the brand’s cultural significance and future direction. The campaign not only celebrated the past but also positioned Heineken as a visionary force in the Italian market. Similarly, the bold initiative for Findus, which involved lowering the price of fish fingers amidst inflation, transformed a challenge into an opportunity, generating over 700 media hits and a 19% increase in sales.

In terms of thought leadership and innovation, INC has excelled in fundraising for NGOs, including through its 'earned podcast” strategy, which effectively raised awareness and funds for refugees, resulting in a staggering 247% increase in donations. — DM