Gruppo WISE first suggested the idea of VIVItalent to the company and defined its trajectory, by developing integrated communication strategies, that involved its ambassador Marco Berry, an entertainer and former TV host on “Le Iene” (a television program broadcast on the Italian channel “Italia 1”). The strategies included a press campaign and video, a promotional tour around Italy to generate leads and gather data, a prize contest and strategies to organise the company’s convention and final VIVIgas BeTalent event.