Rome, June 17, 2026 – Vivenda Group S.p.A. (“Company” or “Vivenda”), a leading player in Out Of Home and Digital Out Of Home Advertising (“OOH” and “DOOH”) and the parent company of the Vivenda Group, which operates through a unique business model based on the execution of restoration projects entirely funded by revenues generated from OOH advertising (so-called “zero-cost sponsored restorations”), announces that, effective July 1, 2026, it will directly and independently manage the commercialization of its advertising inventory across Italy.
This decision marks a strategic milestone in the evolution of the Company’s business model, as Vivenda assumes full control of its commercial network and establishes direct relationships with advertisers, media agencies, and creative agencies. Bringing commercialization activities in-house will allow Vivenda to exercise greater control over the positioning and enhancement of its portfolio, while providing increased flexibility in developing tailored solutions and bespoke advertising formats for clients.
Vivenda’s Italian portfolio includes iconic locations in some of the country’s most prestigious destinations and public spaces, including Rome (Piazza di Spagna, Piazza Navona, and Piazza del Popolo), Milan, Venice, Cortina d’Ampezzo, and Capri. These locations are distinguished by their premium positioning and strong appeal to luxury brands and institutional clients.
Luca Maurogiovanni, Chairman of the Group, stated:
“Direct commercialization represents full control over our assets and strengthens both our connection with the market and our ability to provide clients with an integrated service, maximizing the uniqueness of our locations. It is a natural step in line with the Company’s growth strategy. This is a positioning decision before it is an organizational one. It means taking direct ownership of the value of a portfolio composed of unique and irreplaceable locations and making that value fully visible to the market. It is the step that brings consistency to our growth strategy in Italy and abroad.”
Filippo Cirrincione, Chief Executive Officer of the Group, added:
“Behind this decision stands a dedicated commercial team and an organizational structure specifically designed to stay close to the market. Our objective is to maintain full control over the enhancement of each of our locations, enabling us to respond quickly and provide the most demanding clients with an integrated service tailored to their real needs.”
The launch of direct commercial management forms part of the growth path outlined by the Company and further strengthens Vivenda’s positioning as a leading operator in premium OOH and DOOH advertising, both in Italy and internationally.