M-Cube acquires Push Pull: marketing has gone increasingly on-air!

M-Cube’s intimate knowledge of the retail market together with PushPull’s creative radio and video contents offer a powerful and competitive communication tool for companies and stores.

Milan, 15 February 2015 – M-Cube, the company leader in digital audio-visual solutions for in-store marketing announces the acquisition of PushPull, one of the major Italian producers of audio and video programmes and contents.

PushPull was started in 1978 by Marcello Pozza, building over the years a collaboration with the main publishing groups, such as “Repubblica/L’Espresso”, and producing radio and TV ads for famous brands like Warner Music, Coin Group, Bosh, Mercedes, Fiat, Bata and hundreds of other Italian and international clients. It is also well known for having written and produced famous radio programmes, not to mention its activity as talent scout for both radio and TV.

Following the acquisition PushPull will retain its brand name and will represent the contents division of M-Cube under the leadership of Marcello Pozza, who will be in charge of the creative directorship.

The acquisition of PushPull is the result of a solid partnership that has been ongoing since 2007, and is part of M-Cube’s vertical growth strategy in order to strengthen its in-store audio and digital signage services, one of the company’s key business areas. Communication inside points of sale or branches is becoming more and more relevant. It is one of the most important trade-marketing tools, not only because it guarantees a unique and motivating shopping experience for the customers, but it is also an invaluable tool to inform and train personnel. This is an often overlooked aspect but its potential is gaining recognition. PushPull will contribute to the development of this aspect, also thanks to the experience gained with the conception of a series of daily programmes for Radio Intesa Sanpaolo, a station dedicated to the bank’s customers but also to the staff, with specific programmes hosted by well known Italian radio networks personalities.

The acquisition of PushPull by M-Cube will strengthen and increase the range of services offered, with greater focus on contents and creativity. It has also expanded the company’s structure, with fifty people now employed in the three Italian branches in Trieste, Milan and Padua, plus 5 audio production studios and 3 video post production ones.

This acquisition is very important strategically since it allows us to integrate M-Cube’s consultancy and technological know-how with PushPull’s exceptional creativity. The in-store radio market is definitely reaching its peak, especially with regard to communicating with customers. PushPull’s experience allows us to develop highly competitive solutions in answer to the market’s demand, always looking for more effective tools to address the consumer. As for the growing potential of internal communication we have no doubt that the know-how of PushPull will help us to expand and consolidate this market too.

affirms Manlio Romanelli, M-Cube’s CEO

“Together M-Cube and PushPull represent a unique organization in Italy. It can rely on excellent technological and creative know-how to offer high quality services and audio-video productions, not only in Italy but worldwide. This is the result of years of collaboration on important and successful projects for Italian and foreign clients. Today we are a truly well-established company, ready to deal with the market’s ever growing challenges” says Creative Director Marcello Pozza.