Adentity goes to Berlin with new creative hub

This year marks the 15th anniversary of Adentity. Yep, it really has been that long. Based in Malmö in Sweden, for the past 15 years we have been helping international businesses from a wide range of sectors to strengthen their brands. As part of our strategy for driving the Adentity concept further, we recently established a new creative hub in Berlin.

Situated in the city’s Hansaviertel district, an area with a rich architectural history, we are taking the Adentity Communication PlatformTM – our proven 3-step roadmap to long-term branding success – to the German market. Our expansion offers a number of advantages both for us and our clients. Situated in the centre of Europe, this cultural metropolis is a flourishing base for innovative tech start-ups and creative studios. So now, Adentity can offer integrated campaigns, strategies and more to international companies in Berlin.

The new school of influencers can take tips from its elders

As Condé Nast launches a postgraduate programme dedicated to social media influencers of the future, legacy brands provide insight into building relevant brands with staying power.

Photo: Jonathan Daniels

Condé Nast Italia recently announced the launch of Condé Nast Social Academy in partnership with one of the world’s most prestigious business schools – Milan’s SDA Bocconi School of Management. The certified postgraduate degree programme will offer classes on communication, social marketing and digital media, with graduates becoming a part of Condé Nast’s network of 300 social influencers.

According to the group’s Chief Executive Officer Fedele Usai in an interview with WWD, the academy’s aim is to “invest in education in order to have a well-trained and, most importantly, ethical category (of influencers)”. With the media company’s combined digital properties registering 35 million users in August 2017, the programme will offer the lucky students valuable insight from leaders of some of the group’s most successful platforms.

While the new programme, along with social media in general, is driven by progression, it will do well to take lessons from its elders, such as Vogue – Condé Nast’s 125-year-old fashion bible – and Vanity Fair, which received a record-breaking 11 million unique users in one week, following the debut of its new online redesign and editorial channels. The most important lessons that CN’s future influencers can learn from both titles are:

  • Strong storytelling skills
  • A cohesive cross-network strategy that leads back to the source
  • Most importantly, always maintain a clear and strong brand identity.
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