It's ten in the morning in Caserta and the air in Berto's office is thick, almost solid. It's not the Campanian heat beginning to make itself felt — it's the kind of pressure that builds when the numbers on an Excel spreadsheet stop being mere figures and start feeling like verdicts. In front of us,...

"Tell me honestly, Umberto — am I being a complete mug?" The blue Bic pen is still resting on the contract. Eight thousand euros, fresh signature, untouched espresso. Berto looks at me with that expression I know well — head tilted slightly, hands flat on the table, the posture of someone who wants ...

It's 11:15pm. The silence in Berto's office in Santa Maria Capua Vetere is broken only by the tired hum of a laptop fan that's seen better days. The air smells of reheated coffee. Berto's sitting there, the light from the screen hollowing out his eyes, with a Canva Pro tab open. He's finishing off t...

  It's 11:17pm in Portici. Through Berto's window drifts the muffled noise of the last cars making their way along the seafront, and that unmistakable smell of salt air mixed with the coffee left over from the afternoon. Berto is sitting at the kitchen table, his face lit by the bluish glow of ...

It's the first week of May, and the air in Santa Maria Capua Vetere already carries that warm-earth smell that announces summer before June has even had the chance to show up. I'm sitting in Berto's office — a room I know by heart: the scent of coffee drifting in from the corridor, the slightly wear...

Bar under the arcades of Santa Maria Capua Vetere, a Tuesday morning in May, 9:47am. The air is already thick with that humidity that announces a Campanian summer — cut through with burnt coffee and fresh newsprint. I'm sitting at the corner table, the one with the slightly shorter leg that wobbles ...

You know that moment? You've just pressed "Send". The email with your commercial proposal, that PDF you've polished for three nights straight, has gone. You feel that slight flutter in your stomach. You're convinced you've done an excellent job. You've put everything into it: the strategy, the creat...

There's a fear that creeps silently through agencies, marketing departments and amongst small business owners. It's the dread that, one day not too far off, a machine might do our job better than us. That software could write the perfect tagline, that artificial intelligence could close a complex sa...

Let's be honest: we've become somewhat intoxicated with digital. In recent years, between sales funnels, automation, artificial intelligence and algorithms that seem to know us better than our own mothers, we've started treating sales as a pure mathematical equation. Input: traffic. Process: convers...

  ?̀ ?? ???? ???????? ??? ???????, ????? ?? ??????? ? ????? ????? ???̀ ???????? ? ?????? ? ????? ???????? ????? ???? ??????-????. An NFT (non-fungible token) is a special type of token based on the blockchain that allows you to create and then buy and sell, in a certified way, digital works of ...

There's a precise, almost magical moment when you stop watching a video out of boredom and start watching it out of necessity. It's not the moment when the algorithm suggests it to you, nor when you read a clickbait title. It's the instant when the speaker's voice stops being background noise and be...

Research from We Are Social from 2021 reveals that the average internet user uses digital devices for almost 7 hours a day. Given the standard eight hours of rest, the estimated percentage of daily time spent online is 40%. What does this data say? Basically, almost half of one's day is spent online...

There's an image that haunts anyone involved in business, whether you sell management software, industrial machinery or, as we do here at Insight, communication strategies. It's the image of the "1980s salesperson". We all know them: leather briefcase, thirty-two-tooth smile plastered across their f...

Picture the scene. It's an ordinary morning in 2025. You're scrolling through your favourite social media feed. There's silence, perhaps you're drinking a coffee. Then suddenly, there it is. A sponsored post. The image is perfect: a rainforest, rays of sunlight filtering through the leaves, a drop o...

If we had looked at the digital marketing landscape ten years ago, we would have seen a gold rush. The pickaxe was the cookie, the mine was user behaviour, and the loot was data. Terabytes of data. We built cathedrals of analytics, dashboards that resembled NASA control panels, and sales funnels so ...

From "iron sergeant" to "zen master": technical, cultural and strategic analysis for leading teams between Naples and London without losing your head (or your collaborators). If there's one universal truth I've learnt from observing creative agencies in the alleyways of Naples and financial start-up...

Imagine you haven't been invited to the wedding of the year. Everyone's talking about it, the guests have paid expensive gifts to be there, and there's a mile-long waiting list. What do you do? Resign yourself to watching photos on Instagram? Absolutely not. Take inspiration from Owen Wilson and Vin...

  Let's clear up a costly misconception straight away: brand awareness is not vanity. It's not a stylistic exercise to say "look at me, I'm here". In today's saturated, noisy, and fragmented market, brand awareness is the only life insurance policy your company can take out. If your audience do...

Close your eyes for a moment. Think of your favourite coffee. Not the blend, not the price. Think of the experience: the warm morning light, the weight of the ceramic cup, the muffled hum of the espresso machine, perhaps a jazz playlist in the background. Now think of another coffee — maybe from a s...

On our blog we have often referred to brand archetypes. We have used them as examples when discussing storytelling, we have cited them in guides on tone of voice. They have become, in the world of marketing, such a widely used topic that they verge on being a buzzword. Everyone talks about them, man...