Summer 2021

21 Apr21858 2021’s Leading Beauty & Fashion Digital Marketing Agency - Italy Digital marketing and content creation agency, Figmenta, has not only weathered the Covid-19 storm, but actively grown during this turbulent time. We speak to the firm’s Managing Director Federico Hertel Gherardi about what makes it so successful. It all began in Florence in 2007 and by 2010, digital and content agency Figmenta had settled in Milan. Now, with more than 10 years’ worth of experience, the agency designs innovative digital solutions specialising in the beauty, lifestyle, fashion and healthcare industry. Managing Director, Federico Hertel Gherardi, tells us more. “Over the years, we have evolved to meet the requirements of the market in which we operate. However, our essence stays the same: an independent reality, loyal to the boutique agency mindset,” he explains. “This mindset has allowed us to become a digital agency capable of mastering digital marketing solutions declined in the creation and planning of creative content. A successful formula to support brands in their digital and offline growth.” The Figmenta team consists of content creators, digital marketing experts and social trend hunters who all share the common skillset of being digital beauty specialists who prove that curated contents, driven by on-trend market analysis, is the way to improve its clients’ communication and thus increase their numbers. Figmenta has many big brand names under its belt, including the likes of LVMH, Coty, LOreal, Davines, Veuve Clicquot and P&G, to name but a few. When taking on new clients, Figmenta begins with a precise assessment of its clients' data to show them how they can exploit this data into effective digital marketing strategies. The firm’s unique selling point is to integrate a human touch into the digital touchpoint mix through which brands talk to their consumers. “This mindset has the synergy between the digital media we master and the creative content we design as its main goal, in order to offer fluid and personalized experiences,” says Federico. “We listen, manage and design tailormade approaches able to optimize the online brand presence of our clients.” The recent pandemic has undoubtedly changed the behaviour of consumers, who now shop mainly online. Whereas many companies and industries saw a downturn in business, Figmenta experienced quite the opposite. “The E-commerce industry grew by 20% in 2020 and beauty brand sales increased by 42% thanks to digital retail,” Federico states. “Now, 2021 confirms that growth trends are digital.” New digital trends which have emerged as a result of the pandemic include live streaming, social shopping functionality and first-party data (customer information obtained through CRM solutions and other digital touchpoints). “We interpret these trends as resources to integrate into the strategic planning of our clients in a personalized and effective way. By identifying tailormade marketing actions for our clients, we accelerate this digital business transformation in order to prepare our clients to face future challenges.” As communicators, strategists and digital creatives, in 2021 Figmenta’s team decided to confirm its positioning as a strategic and creative consultant which helps brands to interpret the amount of data available in order to turn their investments into results. In order to achieve this goal, the creative agency rethought its internal organisation by expanding the components of a multidisciplinary team with complementary people who share a flexible digital know-how capable of filling the gaps in corporate businesses. As the company moves forward, it has three main focuses for 2021. These encompass the integration of data analysis activities with content marketing solutions designed on the specific habits of a brand's target. “Big data, appropriately processed through analysis algorithms, allows us to outline the future intentions of consumers. According to this approach, we design unique and effective marketing plans that are able to convert online users into brand customers.” Figmenta also plans to extend its internal photography capabilities in its inside studio in order to offer creative direction and strategic advice aimed at the conception and creation of visual content for various channels (such as photo shooting, video production, motion graphic, 3D rendering/3D animation and augmented reality contents). Finally, it intends to reach a new target audience through its luxury travel and lifestyle clients. “Every crisis outlines possibilities as well, and these possibilities are digital.” Contact: Federico Hertel Gherardi Company: Figmenta Srl Web Address: www.figmenta.com