There are forecasts of strong recovery for advertising in Italy. By the end of 2023, growth will be 2.5 percent, on the threshold of 9 billion euros, According to Lorenzo Sassoli de Bianchi, President of UPA (Utenti Pubblicità Associati, i.e., the association that brings together the advertiser companies in Italy), "there is confidence in the market, despite the conflicts taking place and also regarding the increase in the price of raw materials and energy that may ease. In addition, there has now been an understanding that spending on advertising cannot be sacrificed, because it is not good for brands to remain silent in an increasingly crowded and noisy world. Those who do, afterwards, have a harder time recovering and strengthening their brands". For the coming year, confirmed Marco Travaglia, President and CEO (Italy and Malta) of Nestlé, "the industry is preparing to work to recover on volumes, expecting inflation to ease further. So, together with promotions and product innovation, advertising may be a lever on which to build individual business strategies". What we will see in the coming months, however, will not be the classic réclame. Companies are aiming for total campaigns, communication campaigns planned across different media, useful for gaining a 360-degree understanding of consumer behavior.