Imperial Ethiopia. Sponsored by Ethiopia's imperial dynasty, this campaign supports educational and medical projects in Ethiopia. The website presents cultural and historical information as well.

EnergySources. Simple site and campaign resulted in a contract worth over US$120 million in its first twelve months.

Jiao Qigong International. Public relations for the Tokyo based master of a unique Chinese art.

Best of Sicily. As editorial public relations with journalistic content in the form of an online magazine, this is the definitive international publication for one of Italy's most interesting and socially complex regions. Boasting over two million readers (not just "visitors") each year, it is phenomenally successful, linked from The History Channel and Martha Stewart sites, among others. Earns around US$1.2 million annually through travel service sales.

Knights of Malta. Public relations for a London based organisation that supports hospital works throughout the United Kingdom and abroad. This charitable association is the largest private provider of assisted care in England.

Wines of Sicily. This site, featuring a quarterly periodical, promotes Sicilian wines.

Etro Men's Neckwear. A print campaign for Italian fashion. These ads ran in American and Canadian magazines and newspapers.

Logo designed for Los Angeles based Urban Music Productions, international producer of rap music, for corporate identity as part of a general campaign.

Ad for a Marilyn Horne concert, commissioned by Carnegie Hall. Photograph by Robert Cahen for Columbia Artists Management, New York.

The naked truth is that many firms and organisations expect a global perspective and global solutions from their advertising and public relations. We're not simply "European" or "American." We're an international agency with clients in four continents. For many of them, the internet is the simplest, most economical way to reach people. That said, we're not just about website design. Our people have had extensive experience in every facet of advertising and public relations, in places like New York, London, Tokyo and Milan. Our no-nonsense philosophy is simple, and it works. Here are some reasons why...

Communication. It doesn't get much simpler than this. It's true that good advertising and public relations require creative presentation. But many excessively "creative" campaigns have failed. The essential element in most campaigns, especially those of long duration, is clear communication that motivates action on the part of the people reading or viewing your advertising. Creativity is valid only to the extent that it sells. Beyond that, it's little more than entertainment. That's not to say that effective communication must be dull or boring. On the contrary, it has to be interesting enough to provoke action, whether the desired response is the purchase of a good product or service, a contribution to a worthy cause, or increased awareness of an important social issue. David Ogilvy and Leo Burnett, two of the most gifted advertising agents of all time, acknowledged this fundamental reality, and they weren't alone. More web-based advertising (promoted via web sites) would be profitable if it gave priority to substance rather than style. If you hire us, you can expect efficient advertising. We won't waste your money on vague, misdirected strategies. Instead, you'll get strategies that work. Everything we do is oriented toward real results. Technology has changed the face of advertising but not its essential principles. In its purest form, advertising consists of words and pictures. It's in their synergy (as in our Etro campaign) that the magic begins.

Words. Images are only part of the picture. You may perceive images as the most important thing in selling products, but even on television it's usually words (dialogue) that communicate actual ideas. (Consider that radio communicates advertising without the aid of visual images.) Good copywriting should hold the reader's interest long enough to motivate her to decide whether your message is worth listening to. That's the name of the game.

Pictures. While visual elements may not be the primary focus of most advertising employed to present complex ideas, nobody wants to view an ad or website that lacks appealing visual imagery. Sometimes, a picture can be worth a thousand words, even if it's just an updated version of a traditional heraldic symbol or the presentation of a starlet as a classical Greek goddess. In a truly effective campaign, text and images are complementary; they work together.

Internationalisation. A long word for a simple concept: Communicating the same message to potential customers in various national markets, sometimes using different approaches rooted in national languages or cultures. Few ad agencies can "localize" their clients' messages for use in a "foreign" country, and few international agencies will do so on an affordable budget. This important aspect of many companies' campaigns is one of our strongest points.

The Web. Is internet based advertising dead? Not for people who know how to use it --but that's a tiny minority. Our advertising has launched several successful businesses using internet based campaigns (namely websites and banner ads) exclusively. While it hasn't supplanted print or television, the Web is not dead. Far from it. The few companies (and organizations) who know how to use the web are doing very well. Significantly, these are the firms who trusted their own proven business instincts despite a lot of silly ideas advanced by "creative" young cyber hotshots who'd never read a business journal. The "internet crash" that occurred a few years ago was due to poor advertising and marketing models, not the Web itself. Search engine optimization (SEO) is as important as ever but, as we've said, traditional advertising principles have not changed. To be a winner in the international marketplace, you still need sound advertising and a solid marketing infrastructure.

Infrastructure. Any advertising strategy must be cohesive, and well-integrated into your general marketing structure, to be successful. That's because a good advertising or public relations campaign is only the most visible part of the infrastructure necessary to successful marketing or fundraising. Used effectively, advertising can result in increased business or even social change, but it presumes a competent effort on the part of the organisation being promoted. That means follow-up. Good advertising can direct people to you, but you have to be ready to take it from there. So don't forget about things like salesmanship and customer care.

Our multinational, multicultural staff is prepared to meet the challenges of your next project. Many of our campaigns, whether in print, on the internet or in other media, are remarkably cost effective, especially for companies and organizations whose budgets are limited. In other words, for clients who want the most bang for their buck, euro or quid. Unlike many ad agencies, we're willing to partner with other advertising and public relations firms on particular projects. Simply email us with your requirements.

We're represented in New York, London and Milan. The easiest way to contact us is with an email.

Stai cercando una strategia mondiale per la tua pubblicità? Con clienti in Europa, in Africa, in Asia e negli Stati Uniti, Mendola è un'agenzia di pubblicità internazionale all'avanguardia del settore. Per saperne di più leggi questa pagina in italiano.

A sample print campaign. Fashion advertising for Etro (Italy). This campaign was directed to the American and Canadian markets. (View the entire campaign.)