Italy is so much more than you think.

Italian Think Tank “ItalyUntold” Prepares for U.S. Market Entry, Aims to Expand Awareness of Italy’s Global Leadership in Innovation and Business

BRUSSELS – July 10, 2023 – ItalyUntold, an Italian-led think tank whose mission is to expand perceptions of Italy beyond tourism, cuisine, fashion, and pop culture stereotypes,  today unveiled its plans to enter the U.S. market and illuminate  the realities of the country’s technological and industrial excellence.

ItalyUntold will execute a program that includes consumer and business-to-business advertising, public and media relations, and experiential marketing throughout the United States. The program will also focus on establishing relationships and collaborative initiatives between American and Italian companies with the aim of promoting Italy’s often unrecognized leadership in areas such as robotics, aerospace, transportation, nanotechnology, and pharmaceutical innovations.

“The world’s perception of Italy is a combination of art, cuisine and some unfortunate stereotypes,“ said Francesco Briganti, President of ItalyUntold. “The story we want to tell is so much bigger and we look forward to filling the gaps in public opinion about what Italy really represents globally.”

Formed in 2021, ItalyUntold’s core leadership team is combined with a scientific committee of more than 30 professors, researchers and experts from myriad universities and industries who work to identify and document the accomplishments of Italy’s most innovative companies,  professionals and citizens.

Despite being the sixth-most populous country in Europe, many of Italy’s prominent economic and business attributes are underrepresented, such as:

• Italy’s standing as the second-largest manufacturing country in Europe, with an export that has the fifth-highest trade surplus globally
• Technological and innovative excellence in fields such as robotics, aerospace, shipbuilding, machinery, pharmaceutical, nanotech, automotive and infrastructure sectors
• A biodiversity that, along with Spain, is the richest in Europe, featuring 58,000 animal species, 6,700 species of higher plants and the richest groups of mosses and lichens in Europe, many of which power Italy’s legendary foods

To aid its efforts, ItalyUntold has retained the services of SweetScience, a full-service marketing and advertising firm based in Philadelphia and founded in 2016 by advertising industry veteran Tom Conti. By harnessing tools such as data analytics, SweetScience integrates engaging content with precision targeting and campaign optimization. In 2019, the firm was named to the prestigious Inc. 500 list of the fastest-growing private companies in the United States.

ItalyUntold is an Italian-led think tank based in Brussels, Belgium which aims to support, defend and promote the true image of Italy while countering persisting misperceptions and prejudices that the country still suffers from internationally. Its activity is based on scientific, data-based work which is developed with the support of a scientific committee.

About ItalyUntold

For more information about how you can support ItalyUntold or connect with Italy's most innovative companies, contact our US partner SweetScience at tconti@gosweetscience.com

Multi-Faceted Program will focus on Advertising, Public Relations, Experiential Marketing Campaigns and Strategic Relationship-Building