To create and execute the best communications strategies for introducing European products and brands to Canadian consumers.
DeNinno positions, launches and advertises European products and brands on the Canadian market, the doorway to North America.
Like a tailor, DeNinno will learn every dimension of your brand and your business, then craft a made-to-measure, strategically-sound communications plan that fits your brand perfectly, yet appeals to the Canadian sensibility.
Alive and kicking
Born from the union of an Italian father and French-Canadian mother, raised knowing two cultures and three languages, Michel DeNinno is a citizen of the world in the digital age, both European and North American, building bridges between two continents.
Brand expert, media strategist and communications specialist, DeNinno brings knowledge, experience, insight, creativity and drive to every mandate, with a clear focus on achieving brand presence and generating growth.
2012 is the year of the Dragon, just as it was in 1976 when Michel DeNinno was born. This year also marks the birth of DeNinno Inc., a new firm dedicated to breathing fire into your communications!
A very human approach
Despite his dragon instinct for conquering markets, Michel DeNinno is a team player who genuinely cares about people. Adept at attracting talent, creating bonds and forging solid, long-lasting business relationships, he has gained an enviable reputation as a bright, upstanding and effective manager who brings people together to achieve results.
"To reach our goals as a group, it is essential to create an environment that promotes collaboration, authenticity, diligence, imagination and passion. DeNinno Inc. shall operate and deliver services with those values in mind."
Michel DeNinno, President
The right people for the right job at the right time.
DeNinno Inc. is a hub of experienced strategists, specialists and creative-minded people, all dedicated to their craft and committed to delivering quality communications that achieve results.
For any given mandate, DeNinno pools the appropriate skills and resources from this network of professionals for a tailor-made solution that fits the brand and energizes commercial objectives. It’s a flexible and more cost-effective approach, without the usual overhead of advertising agencies!
DeNinno specializes in consumer brand communications strategies, with a particular focus on European products and brands looking to penetrate the Canadian market.
Today’s consumer market is highly commodity-driven. Yet well-defined brands that consistently deliver added-value products continue to benefit from the advantages of premium pricing and consumer loyalty. Loyal consumers ultimately become brand ambassadors who, in turn, provide authentic support and genuine credibility. Think of Apple, for example.
Consumers like brands—some love their brands—because different brands reflect different aspects of who they are as individuals. People relate to brands on an emotional level, and successful brands know how to link those emotions to the decision to buy.
DeNinno aims to develop communications strategies that galvanize the emotional bonds between brands and consumers.
Today, advertising is less about sending out a message than it is about starting a conversation. DeNinno creates original, relevant and compelling communications campaigns that aim to seduce and inspire, but most of all, engage.
Media is a creative amplifier.
In other words, media has as much influence as the actual content of the ad. The right message must be communicated at the right place and the right time. DeNinno has a solid record of negotiating innovative and creative added-value media platforms that optimize investment and maximize reach and frequency.
Communication channels are increasingly fragmented. Consumers expect more, and the Web has transformed how we relate to brands and how we make purchase decisions. As a result, DeNinno Inc. plans media as an integral part of a strategic and creative process in which the consumer is seen not as a target, but as a participant in the brand’s development.
The DeNinno approach to media
Let ideas influence media
Challenge conventional thinking
Seek innovative channels and opportunities
Recognize the power of word-of-mouth
Maximize free media coverage through public relations
Consumer brand strategy: brand and product introductions
Media: strategy, planning and buying
Creative: art & copy, production
Brand guardianship: ensuring compliance with international brand identity standards
Trend watching: research and “early adopter” consumer insights
Sponsorships and partnerships
Specialty: wine and spirits
SPECIALTY: wine and spirits
With its experience, expertise and intimate knowledge of this unique business environment, DeNinno Inc. is well positioned to help Italian wine producers become more competitive on the Québec market,.
This knowledge base includes a solid understanding of:
the cultural specificity of the Québec market, a French-speaking people with latin values thriving within the vast influence of anglo-saxon North America
the laws that regulate the sale, advertising and promotion of alcoholic beverages
the inner workings of the monopoly retail organization
the business relationship between the monopoly and the agencies that represent foreign producers
An Italian connection
With an intimate understanding and appreciation of the values, traditions and aspirations of Italian wine makers, DeNinno can accompany any producer wishing to launch new products, broaden the market for existing products, or create brand awareness around a portfolio of products, by delivering tailor-made communications that appeal to Quebecers and help grow markets.