A.N.A.S.Fi.M. Associazione Nazionale Agenzie Servizi e Field Marketing

What A.N.A.S.Fi.M. Associazione Nazionale Agenzie Servizi e Field Marketing does

A.N.A.S.Fi.M. (Associazione Nazionale Aziende Servizi di Field Marketing) is an Italian non-profit trade association founded on October 21, 2008, that represents the country's operational and field marketing agencies. It counts roughly 60 member companies, which together account for approximately two-thirds of the Italian field marketing market by turnover, and has been affiliated with Confesercenti (a major Italian retail and services confederation) since May 2015. The association is headquartered in Parabiago (Milan) and is governed by a member-elected Board of Directors currently led by President Nicola Augello (DPV S.p.A.) and Vice President Luisa Berruti (Tekmar S.r.l.).

ANASFiM's core activity is negotiating second-level collective bargaining agreements for the marketing operativo sector, most notably with FISASCAT-CISL and UILTUCS-UIL (framework agreement signed December 2012, expanded to national scope in March 2017) and, as of July 2025, UGL-Terziario Nazionale. These agreements cover classification, wages, contracts, and union representation for promoters and merchandisers, and have been officially recognized by the Italian Ministry of Labor (nota 24 May 2016) and the National Labor Inspectorate (INL Circular N. 3/2018) as the reference contract for the sector. Complementary offerings include a Codice di Autodisciplina (self-regulation code), regulatory and labor-law guidance, dispute resolution via an internal Organismo di Vigilanza, an educational webinar program, and market research commissioned from Centro Einaudi in Turin.

The association's revenue model is straightforward and recurring: annual membership fees paid by approximately 60 corporate members, supplemented by event, training, and research-related activities. There are no disclosed pricing schedules, no external shareholders, and no venture capital involvement. ANASFiM's strategic posture is fundamentally defensive-regulatory: it exists to combat contractual dumping and unfair competition in the field marketing sector, enforce professional standards for what is estimated at 35,000-40,000 workers nationally, and represent members' interests vis-à-vis unions, brand manufacturers, and modern retail distribution.

Name

A.N.A.S.Fi.M. Associazione Nazionale Agenzie Servizi e Field Marketing

Legal name

A.N.A.S.Fi.M. Associazione Nazionale Aziende Servizi di Field Marketing

Website

https://anasfim.it

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

ANASFiM is an Italian non-profit trade association, founded 2008, representing about 60 field marketing agencies that together account for roughly two-thirds of Italy's market; it negotiates sectoral collective bargaining, enforces ethical standards, and provides research and training under the Confesercenti umbrella.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPADANAM

Labor, Social Protection & Occupational Safety Standards Cooperation

Business & Public Services/International Organizations & Development/International Standards, Policy & Regulatory Cooperation

SECONDARYBPACAGAA

Independent Contractor Compliance & Classification (IC vs Employee)

Business & Public Services/HR, Staffing & Recruitment Services/Contract Staffing & Independent Contractor Management

Keywords

• Trade association representation
• Collective labor bargaining
• Field marketing industry
• Sector research and training
• Employer representation services

Headquarters

HQ city

Parabiago (Milan)

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership fees: ANASFiM generates revenue through membership fees paid by associated field marketing companies. The association represents approximately 60 member companies.

Distribution channels1 record

Marketing channels6 records

Core offering

ANASFiM is the Italian national trade association representing field marketing agencies and service companies operating in Italy. It acts as the recognized employer-side counterpart for collective bargaining in the field marketing sector, negotiates second-level labor agreements with trade unions, conducts industry research with academic partners such as Centro Einaudi, publishes market intelligence, organizes training and professional development, and maintains a self-regulation code for its members. The association is affiliated with Confesercenti and is recognized by the Italian Ministry of Labor and Social Policies.

Product overview

A.N.A.S.Fi.M. is a trade association (not a technology product company) that provides collective bargaining representation, industry research, professional training webinars, and ethical self-regulation standards for Italian field marketing companies. The association's main offerings include second-level collective contract negotiation services, market research through Centro Einaudi partnership, educational webinar programs on field marketing trends and technology, and a comprehensive Code of Self-Regulation (Codice di Autodisciplina) establishing professional ethics and compliance standards for member companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Servizi di Marketing Operativo (Field Marketing Representation Services)

Quantifiable outcome

• Recognition as the leading collective agreement (contratto leader) in the field marketing sector by the Ministry of Labor and National Labor Inspectorate
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• UGL Terziario NazionalecoreStrategic or Co-development Partner · 14 July 2025ANASFiM signed a new Protocol of Understanding with UGL-Terziario Nazionale led by Secretary General Luigi Giulio De Mitri Pugno. This agreement strengthens the industrial relations system in operational marketing, building on a path started in 2012 with national second-level collective agreements regulating employment conditions including classification, wages, contracts, and union representation.
• Centro Einaudi (Torino)coreStrategic or Co-development Partner · 1 September 2023ANASFiM commissioned Centro Einaudi di Torino to define the scope of field marketing in the Italian context. The resulting research revealed a sector with over 200 companies and nearly 700 million euros in turnover (2021). The 2024 updated study showed nearly 800 million euros in turnover with approximately 35,000-40,000 employees. The research uses AI-based innovative approaches for economic-financial analysis.
• ConfesercenticoreStrategic or Co-development Partner · 1 May 2015ANASFiM is a trade category association affiliated with Confesercenti since May 2015. This affiliation provides ANASFiM access to the broader Confesercenti collective bargaining framework (CCNL Terziario Distribuzione e Servizi) and institutional representation at national level. Confesercenti is one of Italy's major business confederations representing retail and service companies.
• FISASCAT-CISL and UILTUCS-UILcoreStrategic or Co-development Partner · 7 December 2012Framework agreement for second-level collective bargaining signed with FISASCAT-CISL and UILTUCS-UIL to regulate contractual classification of promoter and merchandiser professional figures. This agreement references the National Collective Labor Agreement for Distribution and Services Employees and has assumed national scope since March 2017.
• Filcams CGIL, Fisascat CISL, Uiltucs UILcoreStrategic or Co-development PartnerTrade union organizations with which ANASFiM conducts industrial relations for the field marketing sector within the broader Confesercenti CCNL framework. ANASFiM maintains ongoing relationships with these major trade union confederations for collective bargaining and worker protection.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Confindustria: Italy's main confederation representing manufacturing and service companies. Comparable as a national apex business association providing collective representation, but operating at much larger scale across all industrial sectors rather than field marketing specifically.
• Confcommercio: Italy's other major business confederation representing commerce, services and tourism. Functionally comparable to ANASFiM's parent in providing collective bargaining frameworks, regulatory advocacy, and member services to Italian commercial enterprises across multiple sectors.
• FEDERDISTRIBUZIONE: Italian retail distribution association representing modern retail operators (supermarkets, hypermarkets, convenience stores). Comparable as an industry association engaging with field marketing service providers, though operating on the buyer rather than supplier side of the value chain ANASFiM serves.
• UPA (Utenti Pubblicità Associati): Italian association of advertisers and marketing services users. Comparable as a trade association for the broader marketing services industry in Italy, with overlapping research, advocacy, and standard-setting functions, though focused on the advertiser perspective.
• Centromarca: Italian association of brand manufacturers (Industria di Marca). Comparable as a national Italian trade association engaging in collective advocacy and research, but representing the demand side (brand owners) of the field marketing value chain rather than service providers.
• ASSIRM: Italian market research, opinion and polling association. Functionally comparable as an Italian trade association providing industry research, professional standards, and member advocacy, though focused on research rather than field marketing services.
• Confesercenti: Parent organization of ANASFiM and one of Italy's major business confederations representing retail, services and tourism companies. Directly comparable as a national trade confederation providing collective bargaining, advocacy, and member services, but operating across a far broader portfolio of industries than ANASFiM's niche focus on field marketing.

Direct peers

• Shop! (formerly POPAI): Global non-profit industry association for retail marketing and at-shelf shopper experiences. Closest functional peer to ANASFiM, with comparable mission around in-store marketing, merchandising, and brand activation standards, but operating globally rather than nationally in Italy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/ANASFiM
• LinkedInlinkedin.com/company/a.n.a.s.fi.m.-associazione-nazionale-agenzie-servizi-e-field-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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

Frequently asked questions about A.N.A.S.Fi.M. Associazione Nazionale Agenzie Servizi e Field Marketing