Cooee Italia

A round table conference in Verona (Italy) - October 13, 2016

“Happiness is the new marketing model”


Happiness as a marketing model – the key subject of this conference – has grown rapidly as an era of academic study, resulting in fascinating findings about meeting societal needs in a marketing communication perspective.

Indeed, happiness research has shown that the quality of relationship is one of the most influential factors to connect with people. Products or services that claim to purposefully improve relationship can generate great business value.

As a result, addressing your audience with emotional content driven by the happiness factor, appears to be an effective tool to convert potential customers. During his presentation, our keynote speaker will attempt to bench-mark « happiness strategy » and how to apply this to your company’s brand policy.


Dr Guy van Liemt - Executive Director at EHERO, the Happiness Economics Research Department within Erasmus University Rotterdam. Teaching on marketing and branding subjects with a focus on brand positioning, Dr Guy van Liemt is the ideal person to deliver the keynote speech at our Verona rountable conference on the subject of: “Happiness at the heart of marketing communications”.
To obtain a copy of "Happiness, the new marketing model", presentation by Dr Guy van Liemt, please do so by mail to: (thanks for mentionning your full name and company).

Wolfgang Schaefer - Global Strategy Director at SelectWorld, New York is a frequent lecturer at international ‘branding’ conferences in the US and Europe and our second speaker. Wolfgang Schaefer will be sharing new insight in marketing of prestige brands and how consumers respond to them psychologically and emotionally: “Making your customers dream and love so-called “Über-Brands”

Wolfgang Schaefer and J.P.Kühlwein (Procter & Gamble) are the successful co-authors of “Rethinking Prestige Branding”. This internationally acclaimed book demonstrates that anyone can be everything, but to become a seductive “Uber-Brand” nothing is as volatile as a dream. Wolfgang’s remarkable presentation on how to put new energy to a brand allows us to dig in some of the best kept secrets of a number of striking luxury marketing success stories in a socially connected landscape.

Delfino Corti will complete both presentations. With his multicultural management consultant background – an experience gathered working for several multinational companies, including a Chinese one – he is ideally placed to put the round table’s conference in an Italian perspective.

Where and when?

The conference will take place on Tuesday October 13th, 2016 at Verona’s historic Palazzo Verità Poeta.

The Palazzo Verità Poeta is located Vicolo San Silvestro 4/6. The session will start at 14:00 with a welcome coffee. The conference will close at 17:30 and be followed by a cocktail party at the same venue.


To participate

Attendance at the round table conference is by invitation only.
A limited number of VIP invitations are reserved for selected guests of Cooee Italia and Interpartners.

For participation, please contact:
Silvia Baraldi at Cooee Italia, Verona (+39 0458033155 – email:
Manon Nortel at Interpartners Brussels (email:

The organisors

Verona, 29/06/16

Interpartners Communications ( is an international group of independent advertising agencies with a difference: we look beyond borders being aware of the fact that there is far less evidence of attitudinal convergence among consumers across countries. Whilst higher discretionary income gives people more leverage to express themselves, one must be aware that they will do so according to value patterns which are essentially culture bound.
Hence the importance of the network’s annual meeting, enhanced by a round table conference dedicated to a major aspect of human behaviour in a marketing focus, presented by outside experts.

The Verona meeting which is hosted by the group’s Italian agency partner Cooee Italia will gather more than 25 agencies from across Europe and beyond and include encounters with selected guests.
Mauro Miglioranzi (Cooee’s CEO) says: « With the October meeting in Verona, Cooee reinforces its position in Northern Italy by underlining the agency’s international ambition ».

Interpartners network, with headquarter in Brussels, was founded in 1981. The group is present in 22 countries worldwide and works for international companies, such as Tesco, Merck Pharma, Intersport, P&G Wella, Bimbo and others.

Interpartners Communications Ltd

European co-ordination office
“Vier Armen Building” - Mechelsesteenweg 455 - BE - 1950 Kraainem (Brussels)
Tel: +32 2 777 1313 - Fax: +32 2 777 1319 -