Concreta Comunicazioni

What Concreta Comunicazioni does

Concreta Promotion S.r.l. (trading as Concreta Comunicazioni) is an Italy-based full-service promotional agency founded in 1994 and headquartered in Milan, operating as a subsidiary of the SG COMPANY holding group. The company designs and executes B2C and B2B promotional campaigns for consumer-brand clients, operating an integrated service portfolio across four pillars: creativity and digital design, promotional mechanics (concorsi), regulatory consulting and management, and custom technology platforms.

Core technology is built around proprietary promotional mechanics platforms that operationalize campaign execution. These include scratch-card (Gratta e Vinci) and instant-win prize assignment systems, OCR receipt recognition for validating proof-of-purchase entries, WhatsApp campaign integration, social content mirroring, gamified web landing pages, and reserved client-facing backend monitoring dashboards. Channels supported across the platform layer include WhatsApp, OCR, web, SMS, and broader digital marketing surfaces.

The business model is project-based and quote-priced, with revenue generated across three streams: full-service promotional campaign execution (professional services), custom software and platform licensing, and regulatory/compliance consulting covering Italian ministerial filings, fiscal treatment, and prize logistics. Go-to-market is direct enterprise sales targeting brand managers and marketing directors, with no public pricing or self-serve channels. The client base spans 40+ named enterprise brands including Kyocera, Bolton Group, Haribo, Adidas, Mars, Canon, Reckitt Benckiser, Royal Canin, CooperVision, and Findomestic, with operations concentrated in Italy and a stated broader European market footprint.

Name

Concreta Comunicazioni

Legal name

Concreta Promotion S.r.l.

Website

https://comeorganizzareunconcorso.it

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Concreta Comunicazioni (Concreta Promotion) is an Italy-based full-service promotional agency, founded in 1994, that designs and executes B2C and B2B promotional campaigns for enterprise consumer brands across creativity, mechanics, compliance, and proprietary software platforms.

Ownership category

akta.pro rank

Product category

Promotional Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Prepackaged Software (7372)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

Keywords

• Promotional marketing services
• Prize competition management
• Gamification campaign platforms
• Brand activation agency
• Regulatory compliance consulting

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Promotional Campaign Services: Full-service design and execution of promotional campaigns including creativity, concorsi (prize competitions), instant wins, cash back offers, and other B2C promotional mechanics for brand clients.
2. Software and Platform Licensing: Custom-developed promotional technology platforms, prize assignment software, and gamification solutions delivered to enterprise clients.
3. Consulting and Compliance Management: Advisory services covering promotional mechanics design, ministerial (regulatory) paperwork management, fiscal consulting, data handling, co-marketing research, supplier sourcing, customer care, and prize logistics.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Concreta Comunicazioni (doing business as Concreta Promotion) is a full-service Italian promotional agency that designs, executes, and manages B2C and B2B marketing campaigns. The company delivers creative concept development, promotional mechanics (scratch cards, instant win, cash back, jury contests, final draws), Italian ministerial regulatory compliance management, prize logistics, and custom-built digital platforms with gamification, OCR receipt recognition, and WhatsApp integration for brand clients.

Product overview

Concreta Promotion (Concreta Comunicazioni) is a full-service promotional agency founded in 1994, serving both B2C and B2B clients. The company operates as a single unified service portfolio organized into four interconnected offerings: (1) Creatività e Digital — concept, creative, web design, and digital campaign services; (2) Concorsi e Promozioni — promotional mechanics including scratch cards, instant win, jury contests, cash back, and final draw contests; (3) Consulenza e Gestione — advisory on promotional mechanics, ministerial filings, fiscal/data consulting, customer care, and prize logistics; and (4) Piattaforme e Software — custom-built B2B/B2C digital platforms, prize assignment software, gamification sites, and social content mirroring. The technology platform layer enables the operational execution of all promotional campaigns across digital channels (WhatsApp, OCR receipt recognition, Web, SMS).

Differentiator

Problem solved

Functional benefit

Products and services

• Creatività e Digital
• Concorsi e Promozioni
• Consulenza e Gestione
• Piattaforme e Software

Quantifiable outcome

• One-stop-shop model reduces need for multiple vendors across creative, compliance, technology, and fulfillment

Named customers41 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• SG COMPANYparentStrategic or Co-development PartnerConcreta Promotion s.r.l. is a subsidiary/part of the SG COMPANY group, as indicated in the company footer. This is a corporate parent-subsidiary relationship providing organizational backing and shared group resources.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Armando Testa: One of Italy's largest independent creative advertising agencies, founded in 1946. Comparable to Concreta as a full-service Italian creative agency serving major consumer brands with integrated campaign execution, though larger in scale and broader in scope.
• Sparks (Salesforce agency): Global experience and engagement agency that specializes in promotional experiences, sweepstakes, instant wins, and gamified brand programs. Highly comparable to Concreta's promotional mechanics and engagement platform offerings.
• Maritz (Maritz Motivation): Global promotional and engagement marketing agency that designs and executes sweepstakes, contests, loyalty programs, and incentive campaigns. Comparable to Concreta in the design and execution of promotional mechanics and prize fulfillment.
• ITA Group: US-based promotional agency specializing in B2B and B2C engagement programs, including sweepstakes, instant wins, gamification, and prize fulfillment. Closely comparable to Concreta's promotional mechanics, instant win, and gamification service offerings.

Broad incumbents

• Publicis Italy: Italian arm of global advertising holding company Publicis Groupe. Directly competes for the same Italian consumer brand clients as Concreta with broader creative, media, and digital capabilities, but serves as a broader incumbent rather than a promotional specialist.
• SG Company (parent group): Parent holding company of Concreta Promotion. SG Company is a publicly listed Italian communications group that owns multiple agencies and service businesses, making it structurally the most closely related entity and a reference for broader group strategy.
• Dentsu Italy: Italian subsidiary of Dentsu Group, a global advertising and marketing services conglomerate. Competes with Concreta for Italian consumer brand advertising budgets with significantly broader resources and capabilities.

Emerging players

• STRATACACHE (Scala): Provider of digital marketing platforms and gamification solutions for retail and consumer engagement. Comparable to Concreta's gamification and digital platform aspect, though focused more on display/digital signage and retail activation.

Regional players

• PromoService: Italian promotional marketing agency offering contest management, promotional campaigns, and sweepstakes services. Comparable to Concreta as a domestic Italian promotional specialist serving consumer brand clients.
• VMEDO / Vincenzo De Bernardo: Italian promotional and event marketing agency offering sweepstakes, contest management, and consumer engagement services. Comparable to Concreta as a regional Italian specialist in promotional campaign execution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Concreta Comunicazioni