Marca

Marca is a global marketing consultancy whose ideas, strategies, and designs have consistently delivered a competitive edge for clients since 1831. The firm's client roster includes General Electric, Pepsico, Intel, UBS, Starbucks, Microsoft, and Johnson & Johnson. Today, from our US headquarters in Cincinnati, Marca drives bottom-line results for... clients all over the world. The company, Generali SPA, was founded in Trieste, Italy by business icon Marco Besso, becoming publicly traded in 1857 on the Trieste stock exchange. Besso's innovative and entrepreneurial work quickly made Generali one of the world's most renowned service firms. After coming to America in 1909, the organization was among the first to capitalize on a shift in American business - away from selling what they made - to making what would sell. This shift affected how products looked and felt. Generali created relationships with design icons, like Marcello Dudovich, who understood that stimulating demand for the product was paramount. While Dudovich rose to near-celebrity status in the 1930s and 1940s, the firm began to focus its talents toward using design to redefine products and igniting demand. In the consumer boom that followed World War II, Generali built relationships with some of the largest consumer goods firms in the world, many of whom remain clients of the firm today. In 1934, Generali was hired to aid in the design of the brand and marketing strategy for Bugatti®, a high performance Italian automotive piece of art. The development of this landmark campaign was a tribute to the rigor with which the company approached strategy: leveraging expertise in fields ranging from psychology to architecture, along with a process that benefited from creative experimentation tempered with buyer insight and review. Generali, through its subsidiary Marca, soon expanded their services into the "packaging" of companies, developing an identity and an expression of personality that would distinguish them and would appeal to both buyers and ...Read More