In the heart of Rome, where every stone tells a thousand-year-old story, there is a company that has learnt how to turn dreams into strategies and ideas into a show. Its name is Ninetynine, and it is much more than a marketing agency: it is a workshop of creativity and vision, an accelerator of ideas that come to life in the real world. With a national and international reach, the agency designs and implements experiential campaigns, events, roadshows, in-store activities, guerrilla marketing, and more, making Italian beauty its style hallmark and proudly exporting it to every corner of the world.
A winning bet
When Simone Mazzarelli decided to set up Ninetynine in the capital in 2007, he made a courageous and unconventional choice. Still, he was convinced that there was room for an agency capable of carrying out special projects that required the utmost attention and a multidisciplinary approach. It is from there that the story begins, and it is from there that Ninetynine grows, step by step, project after project.
Marketing as a total experience
Ninetynine is based on the concept of action marketing: an approach that aims to engage people actively, transforming simple communication into emotional involvement. Branding, events, digital communication, and technological innovation: every function is interconnected, and every project is conceived as an immersive experience. The goal is not to communicate a product, but to tell an emotion.
Records, firsts and international outlook
In 2013, Ninetynine signed a memorable event: the global launch of the PlayStation 4, a perfect mix of historical venue and futuristic technology. Castel Sant’Angelo, hosting the event, was transformed into a video game setting thanks to a videomapping technology never used before. However, it is with Ferrari that a Guinness World Record is achieved: the Fiorano circuit transformed into the largest LED screen in the world. And when in 2020 the world came to a halt due to the lockdown, Ninetynine not only did not stop, but also invented Lemonn, a 3D platform for digital events, which was also used for the Italian debut of Disney+. At that moment, it was the only operational agency for Disney in Europe. A demonstration of resilience, capability and entrepreneurial spirit. Ninetynine has won 21 international awards, including World Best Event Agency, World Grand Prix and Best Use of Technology, thanks to B2B projects and brand moments such as “Ferrari Capital Markets Day”.
The Amerigo Vespucci and the Italia Village
In 2023, Ninetynine accomplished one of its most significant undertakings: the world tour of the Italian Navy’s training ship Amerigo Vespucci. Every port touched by the sailing ship becomes the stage for a multisensory experience: the Villaggio Italia, conceived by the agency, celebrates Italian design, art, gastronomy and spirit, with over 420,000 visitors involved. A true travelling embassy of creativity and Made in Italy.
Urban Value: beyond the event
Ninetynine’s creativity extends beyond marketing. With Urban Value, an internal spin-off created for short-term urban regeneration, the agency has breathed new life into forgotten places. From the Palazzo della Civiltà Italiana in Rome to the Palazzo Fondi in Naples, via the former Ragusa and Vittoria warehouses, a series of abandoned spaces have been transformed into temporary cultural hubs, open to people and experimentation. An example of entrepreneurship with social impact, demonstrating that Made in Italy is also the ability to give new form and function to real estate.
A Made in Italy model that speaks an international language
Ninetynine is an Italian company, but its approach speaks the universal language of experience. The one made of emotions, connections, and presence. A model that does not just produce events, but builds relationships between brands and people, where they really are: on the street, where they shop, in public places and in their daily routines. Over the years, Ninetynine has expanded its reach into international markets and collaborated with globally renowned companies. This expansion has resulted from a constant commitment to innovation and quality.
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