Attendees gather to celebrate the ASSOPROM Awards.

On Wednesday, Sept. 17, Italy’s promo association honored its innovators and changemakers. The ASSOPROM Awards night, held at the Klima hotel in Milan, Italy, was a chance for suppliers and distributors to celebrate the best in the industry.

According to Patrizia Merlino, president of ASSOPROM, the businesses in attendance were united by a shared desire to get involved and make a name for themselves by showcasing their work.

From left: Michele Ricci (Inspirion sales manager, Italy); Gianluca Rodrigo (Stricker sales manager, Italy); Viola Proietti (PSI); Michele Tantimonaco (Giving Europe sales manager, Italy); Giada Panozzo (Fiera Milano); Marlene Ramos (PSI); Michele Fortarezza (Giving Europe sales manager, Italy); Patrizia Merlino (president of ASSOPROM and CEO of Merlino Pubblicità); Antonio Raucci (Macma sales manager, Italy); and Ermal Hashimi (Macma sales manager, Italy)

“I wanted to create this award because I believe it is right to enhance the vitality of the promotional sector’s entrepreneurial fabric,” Merlino said at the event. “But also because I believe it represents a unique opportunity for strategic networking and the creation of new business strategies.”

Gianfranco Francescon, star of the Mario Baistrocchi goliardic troupe of Genoa, hosted the awards ceremony, which took place during the last leg of the PromoRoadShow’s Milan stop.

A group of ski guides pose with Dr. Lorenzo Repetto (president of DISCESA LIBERI association) and Patrizia Merlino (president of ASSOPROM and CEO of Merlino Pubblicità).

The event was created by the Italian Association of Advertising and Promotional Item Manufacturers and Distributors. It was also supported by ASI, PSI in Germany, Fiere di Parma, Cantina Mascarello and Il Forte Arte. Media partners included Monaco Affari, The Way Magazine and MoreNews.

Taking home first place at the event was Lorenzo Marini Group’s “Tecnocasa” campaign, which transformed cars into traveling works of art to communicate brand value. BIC and Pininfarina tied for second place, and Alberto Olivero placed third.

Below is a full list of the evening’s honorees:

• Input Srl- Terre di Sicilia (Made in Italy)
• BGE SA Italia (BIC) (World History)
• Get Impressed Srl (Italian History)
• Master Italia SpA (Ecology)
• Lorenzo Marini Group - GNAMc (Impactful Advertising)
• Trendfactory BV (Most Particular Label)
• Enofoams Srl / Freezerino (Most Innovative Advertising Article)
• Renato Missaglia (Design - Oriente Advertising Article)
• Input Srl (Must Be) - Alimenta (Team)
• Alberto Olivero Srl (Italian Fashion Talent)
• Agency Srl (Pink Agency)
• Signature Srl Pininfarina Segno (Innovation)
• Algerini Gioielli (Luxury Catalogue)
• SYSE Fitness & Wellness Club (Most Innovative Setup)

The judges also awarded a series of special awards to select recipients, including the Special Ethics Award given to Dr. Lorenzo Repetto, president of Discesa Liberi, an association designed to make the sport of skiing accessible to people with disabilities.

“The winners of this event clearly point to a direction: that innovation, creativity, energy, vision and sharing are the driving forces for the future of the advertising and promotional products manufacturing and distribution sector,” said Event Manager Chiara Osnago Gadda. “These are work environments where people can express themselves to the fullest and where, ultimately, commitment, passion and determination are essential constants.”

From left: Patrizia Merlino (president of ASSOPROM and CEO of Merlino Pubblicità), Milo Goj (Jury president) and Chiara Osnago Gadda (event manager)

For those who couldn’t make it to ASSOPROM, Merlino has confirmed plans are in the works for next year’s event – and she’s already thinking about how to make 2026 ASSOPROM even more successful.

“We’re evaluating the location because other cities have been proposed, and the idea of a traveling ASSOPROM Award could be a major asset,” Merlino said.

Founded in 1988, ASSOPROM represents 80 companies and more than 4,000 members of Italian promo. Italy has the fourth largest promo market in Europe, with 2024 promo sales of nearly $1.6 billion, according to ASI Research.