Rome, 22 November (Adnkronos) – The XXII edition of the Italian Customs for Live Communication Week, Adc Group’s major international event which for four days animates Ennio Morricone’s Parco della Musica Auditorium in Rome, has ended successfully. This award celebrates the excellence of the events industry, which in Italy has once again established itself as a strategic asset for national economic development. Sixty-four agencies participated in the event with a total of 317 registrations. The jury of companies that selected the winners consisted of more than 60 top managers, underscoring the business-to-business nature of the recognition. The 2025 edition is also the stage for the presentation of XXI Monitor on Events and Live Communication by AstraRicerche and Adc Group. The data confirms the expansion phase and the role of Direct Communication as an important element for corporate strategy.
Key findings emerging from this research include: The overall market is expected to reach 1,123 million euros in 2024, with growth of 12.2% compared to the previous year; investment should reach 1,290 million in the next two years; 37% of companies have increased their investment in the past year, and 52.3% expect a further increase in the next two years. Only 7% do not invest, the lowest figure in history.
B2I events (aimed at internal company targets, reaching 49.3% of the total) and education/training events (+6.7%) increased significantly. For the first time, there is a substantial balance between creativity (20.4%) and digital/AI/technology (19.1%) as keywords for the future, indicating a strategic balance between innovation and human factors.
“This XXII edition of the Italian Customs – emphasized Salvatore Sagone, President of Adc Group – has highlighted the vital strength and extraordinary strategic role of the events industry for the national economy. The competing projects have demonstrated how our sector is simultaneously the standard bearer of technological innovation and the guardian of creativity that always puts people at the center”.
The Italian Bea awards ceremony celebrates the projects and agencies that are best able to combine creativity and strategy. First overall on the podium of the 2025 Italian Bea Grand Prix, awarded to the event that was able to combine the fundamental components of a successful project more than any other event, the “Ferrari Amalfi World Première” event signed by the Next Group for Ferrari SpA, which won two other gold medals for the best product launch and the best use of unexpected space. Next Group also won gold as Best Event Agency.
“We are proud to receive this prestigious award for the second year in a row. This is an achievement that enhances the extraordinary work of our extraordinary team who make our events happen and successfully manage significant challenges. In addition, winning the title of Best Event Agency confirms our reference position in the sector and encourages us to continue investing in innovation and creativity, elements that have always characterized our reality”, underlines Marco Jannarelli, President of Next Group.
The Iconic Grand Prix Award, which is awarded to ‘outstanding’ events in terms of budget and organizational complexity, was awarded to Ninetynine for the project “Jubilee 2025 – Big Events”. Ninetynine’s Simone Mazzarelli also won Creative Director of the Year.
“With the Youth Jubilee we have experimented, together with the Giubileo 2025 SpA, the Extraordinary Commissioners, the President of the Council and the Holy See, an innovative model of integrated organization that, from the first stages of the assignment, has allowed us to transform unprecedented operational complexity into a new model that has redefined, also for the future, the standards of managing events of this complexity, participation and reputational impact for Italy” comments Simone Mazzarelli, founder & CEO of Ninety-nine.
Italian duties have closed, underscoring the events industry’s role as an economic catalyst and center of professional excellence for the country. The amount raised by the Monitor and the quality of the projects awarded clearly projects the sector towards a new phase of development. Rome, with the success of this exhibition, becomes not only the host, but also a symbol of the rediscovery of the strategic centrality of a dynamic and indispensable sector, ready to face global challenges and support the competitiveness of Made in Italy in the world.
