What Uniting Group does

Uniting Group Holding S.r.l. Società Benefit is an Italian collaborative marketing and communication ecosystem headquartered in Milan (registered office in Monza), operating five wholly-owned specialized units: ALL Communication (Experience & Events, founded 2009), Kiwi (Disruptive Creativity, founded 2013), Flu (Influence Marketing, founded 2018), Freshhh (Brand Entertainment, founded 2021), and aBit (Tryvertising, founded 2022). The holding entity was formally established in 2019 and employs over 150 creative talents across the group. Uniting generates revenue through professional services engagements with enterprise brand clients, delivered via four engagement programs (Discovery, Master, Mission, Invention) that route briefs to the appropriate specialized unit or combine multiple units for integrated campaigns. Named enterprise clients include Coca-Cola Italia, Lavazza, JTI/Ploom, Luxottica, Plenitude+Be Charge, DHL, Nivea, Pringles, Iliad, Birra Moretti, and Consorzio del Prosciutto di Parma, with at least two confirmed multi-year partnerships (Plenitude+Be Charge since 2021, JTI/Ploom since 2020).

The firm's underlying technology stack centers on AIQ, a proprietary Creative Intelligence platform launched November 2025 that uses AI to analyze text, image, and video content from over 100,000 Italian social media profiles daily across Instagram, TikTok, and YouTube, transforming data into qualitative creative and strategic insights. Complementary proprietary tools include FLU PLUS (influence marketing analytics within the INDA Research observatory) and INDA Hub, a business community for the Influence Economy comprising the annual Influence Day conference, INDA Research, and INDA Table (a working group with Politecnico di Milano). The company has accumulated over 80 industry awards across BEA, NC Digital Awards, IMA, Effie, YouTube Works, and NewYorkFestivals, and holds ISO 20121 sustainable event certification and UNI/PdR 125 gender equality certification.

Uniting became a Società Benefit (Benefit Corporation) in 2023 and publishes an annual Sustainability Report. Go-to-market is direct enterprise field sales, supplemented by flagship event-driven demand generation through Run For Inclusion (15,000+ participants in 2024), ESG Talks, and INDA events. In October 2025, Uniting announced a strategic merger with Next Different to create the principal independent Italian communication player — a move that would materially expand scale if completed. The company is privately held, founder-managed (CEO Alessandro Talenti), with no disclosed external funding or institutional investors.

Name

Uniting Group

Legal name

Uniting Group Holding S.r.l. SB

Website

https://uniting.it

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Uniting Group is an Italian collaborative marketing and communication ecosystem comprising five specialized agencies (events, creativity, influencer marketing, brand entertainment, tryvertising) that deliver integrated enterprise campaigns to consumer brands, supported by the proprietary AIQ creative intelligence platform.

Ownership category

akta.pro rank

Product category

Integrated Marketing & Communication Services

NAICS

Convention and Trade Show Organizers (56192), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Integrated marketing services
• Influencer marketing
• Brand entertainment
• Experiential events
• Creative intelligence platform

Headquarters

HQ city

Monza

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Integrated Marketing Services: Uniting Group generates revenue through five specialized units (Flu, Kiwi, ALL, Freshhh, aBit) providing integrated marketing and communication services including influence marketing, brand entertainment, experiential events, and tryvertising. Revenue is derived from professional services engagements with brand clients across long-term partnerships and project-based work.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Uniting Group is a collaborative ecosystem of five specialized marketing and communication units providing integrated brand experiences: ALL Communication (Experience & Events), Kiwi (Disruptive Creativity), Flu (Influence Marketing), Freshhh (Brand Entertainment), and aBit (Tryvertising). The group delivers end-to-end campaign services across influence marketing, experiential activations, brand content, and product sampling, supported by proprietary technology including the AIQ Creative Intelligence platform.

Product overview

Uniting Group is a Collaborative Ecosystem comprising 5 specialized units (ALL Communication for Experience & Events, Kiwi for Disruptive Creativity, Flu for Influence Marketing, aBit for Tryvertising, and Freshhh for Brand Entertainment) united by a shared vision to co-create immersive brand experiences. The ecosystem is supported by proprietary technology including AIQ (Creative Intelligence platform analyzing 100,000+ social profiles daily), FLU PLUS, and INDA Research for influence economy insights. Additional offerings include ESG Talk roundtable series and Run For Inclusion platform. The group offers four service programs: Discovery (Design Thinking), Master (strategic coordination), Mission (specialized competencies), and Invention (ready-to-use communication platforms).

Differentiator

Problem solved

Functional benefit

Brands

• ALL Communication: Specializes in Experience & Events, focusing on live communication and experiential marketing.
• Kiwi Digital
• Flu
• Freshhh
• aBit
• AIQ
• INDA Hub

Products and services

• ALL Communication Experience & Events unit of Uniting Group specializing in live communication, event production, and memorable experiential activations for enterprise brand clients. Operates under the Uniting ecosystem for end-to-end campaign delivery.
• Kiwi Digital Disruptive Creativity unit of Uniting Group focused on innovative creative strategies, bold brand communications, and digital marketing services for consumer brand clients.
• Flu Influence Marketing unit of Uniting Group specializing in creator economy, influencer strategies, and authentic brand-creator conversations. Uses the proprietary FLU PLUS analytics tool for creator identification and monitoring.
• aBit Tryvertising unit of Uniting Group focused on sampling strategies, product trial marketing, and experiential activations that transform the first product taste into a new consumer experience.
• Freshhh Brand Entertainment unit of Uniting Group specializing in branded content, entertainment marketing, and engaging storytelling that creates fresh brand narratives for consumer audiences.
• Discovery Program Design Thinking-based engagement program under which Uniting helps brands discover new worlds through creative and collaborative processes, from analysis to oriented research.
• Master Program Strategic operational guidance program providing a single control center for brand marketing plans, coordinating resources across Uniting units with a unified vision.
• Mission Program Specialized competencies program offering access to Uniting's vertical units for specific touchpoint expertise, backed by over 80 industry awards demonstrating delivery excellence.
• Invention Program Ready-to-use communication platforms program enabling rapid brand positioning in high-visibility contexts through active communities, flagship events, and established partnerships.
• Run For Inclusion Content and experience platform created by Uniting to promote social and environmental sustainability values, featuring a non-competitive inclusive running event reaching 15,000+ participants and generating 17M total impressions.
• ESG Talks by Uniting Annual roundtable series organized by Uniting Group, bringing together institutions, companies, and professionals to explore sustainability topics through CEO discussions and sustainability expert panels.

Quantifiable outcome

• 15M views and 135M impressions for Consorzio del Prosciutto di Parma campaign
• +5 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Next DifferentflagshipStrategic or Co-development Partner · 1 October 2025Strategic merger/alliance announced in October 2025 to create the principal independent Italian player in communication. The combination brings together two independent communication leaders to form a stronger market presence.
• Politecnico di Milano (School of Management)coreStrategic or Co-development PartnerAcademic partnership for INDA Table - a periodic working table composed of stakeholders with different verticalities (marketers, creators, talent agencies, industry associations, institutions, legal, and platforms) for exchange between inspiration and debate.
• Spazio LibellulaminorStrategic or Co-development PartnerAssociation partner for Run For Inclusion Road To Run program, hosting community engagement meetings.
• Pane QuotidianominorStrategic or Co-development PartnerAssociation partner for Run For Inclusion Road To Run program, hosting community engagement meetings.
• Confcommercio MilanominorStrategic or Co-development PartnerAssociation partner for Run For Inclusion Road To Run program, hosting community engagement meetings.
• BVA DoxaminorStrategic or Co-development PartnerResearch partner for INDA event, providing research 'Follower e influencer, quale relazione possibile?'
• The WomminorGTM or Marketing PartnerMedia partner for INDA/Influence Day event.
• Giallo ZafferanominorGTM or Marketing PartnerMedia partner for INDA/Influence Day event.

Scale indicators4 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• TBWA\Italia: Italian arm of the TBWA global creative network, offering full-service creative, digital and experiential marketing to enterprise clients. Comparable in service breadth and Italian-market focus, though operating as part of a global network.
• McCann Italy: Italian operations of McCann, a global creative network. Comparable in full-service creative and integrated campaign work for major brands, particularly in F&B and consumer goods where both groups are active.
• Armando Testa: Italy's largest independent creative agency, founded in 1946, offering integrated advertising, digital and brand entertainment services. Directly comparable as an Italian-headquartered independent competing for the same enterprise creative budgets.
• VML Italy: Italian arm of VML (WPP), a global creative and customer experience agency. Overlaps with Uniting across digital creative, brand experience and data-driven marketing for enterprise clients.
• Next Different: Italian independent communication and marketing group explicitly identified as Uniting's merger partner. Operates in the same integrated marketing/communications space with comparable service lines (creativity, digital, events) for similar enterprise clients, making it the closest direct peer.
• Ogilvy Italy: Italian operations of Ogilvy, the WPP-owned creative network. Directly comparable in offering integrated creative, digital, PR and influence marketing to enterprise clients in the Italian market.

Broad incumbents

• Publicis Groupe Italy: Italian operations of Publicis Groupe, one of the four major global advertising holding companies. Overlaps with Uniting across creative, media, digital and influence marketing but at much larger scale and as part of a global portfolio.
• Dentsu Italy: Italian arm of Dentsu, the global advertising and marketing services group. Competes for similar integrated marketing and digital mandates with enterprise clients, but offers a broader portfolio including media buying and consulting.
• Havas Italy: Italian operations of Havas, the global advertising and communications group. Operates a network of creative, media and health communications agencies with similar enterprise client base and integrated offering.

Emerging players

• Buzzoole: Italian-headquartered influencer marketing technology company. Directly comparable to Uniting's Flu unit in the influence economy space, though differentiated as a tech-platform-led rather than agency-led business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInit.linkedin.com/company/unitinggroup
• Instagraminstagram.com/uniting__people

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries5 records

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 Uniting Group