OPRG Italy

Italy

OPRG Italy describes itself as “the daughter of three mothers,”  born in 2017 from the merger of FleishmanHillard, Ketchum and Porter Novelli’s domestic operations in Italy. The Omnicom agency has created its own distinct culture from the blend of three parent firms and has become a top three agency in a country that has by and large resisted the dominance of the networks. Under the leadership of long-term general manager and MD Massimo Moriconi, OPRG has become Italy’s leading PR network serving multinationals as an international hub for integrated campaigns, thanks to its strengths in purpose, reputation management and digital marketing, across a sector mix that includes pharma, automotive, food and beverage, FMCG, fashion, financial services, technology and travel.

Last year, the agency expanded from around 80 to over 140 professionals, reaching €20 million in annual revenue. This growth is attributed to a clear focus on its core values and a commitment to nurturing talent. The agency has welcomed new clients over the past year including Assobibe, EgyptAir, and Illycaffè, alongside established partnerships with major brands like Amazon, BMW, and McDonald’s.

OPRG Italy's thought leadership last year including research on the digitalization of the Italian wine industry and insights on material ESGs, analyzing sustainability practices across multiple industries. Additionally, the agency's creative campaigns, such as the educational campaign “SeaBeyond” for Prada and “Cost of Beauty” for Dove, showed its ability to blend storytelling with impactful messaging.

The agency culture promotes open communication, allowing team members at all levels to contribute ideas and drive initiatives. This environment is enhanced by the "After Hours" program, which fosters connections outside of work through volunteer activities and shared interests. OPRG also emphasizes the importance of ethics and human relations, as reflected in its "OPRG Italy Constitution," co-created by its employees. The leadership team, including key figures like SVP and operations director Laura Meroni, is dedicated to empowering talent and ensuring a vibrant workplace culture. — DM