JCDecaux Nurture: now available in Italy

JCDecaux's programme to help start-ups to scale by giving them a voice in the real world is now live in five countries

JCDecaux Nurture, the programme designed to help start-ups scale up by giving them a voice in the real world, building brand awareness and brand trust through out-of-home advertising, has launched in Italy. Through the Nurture programme, start-ups access mentoring, insight, marketing support and investment matching to optimise media spend, creating accountable, efficient, proven effective Out-of-Home campaigns.

The Nurture programme was first launched in the UK in 2016, and has scaled to a total of five countries within the JCDecaux global business, with France, Germany and the Netherlands also offering the Nurture service.

Nurture’s expansion into a fifth market demonstrates our business’s shared commitment to the start-up world. When the programme was first established in the UK it broke new ground by ensuring out-of-home media’s benefits became accessible to start-up businesses, and it is great to see these opportunities being made available to Italian start-ups too. Mark BucknellChief Commercial Officer
JCDecaux UK

Now is the ideal moment for Nurture to launch in Italy, as the opportunities available to start-up businesses are set to increase significantly in 2020. We believe wholeheartedly in the JCDecaux commitment to support entrepreneurial businesses through Nurture, and are very pleased to be able to bring this commitment to the Italian market. Giovanni UboldiCommercial and Marketing Director
IGPDecaux

Italy is on the brink of a start-up revolution with growth rates building rapidly. At the StartupItalia event in December, it was announced that 750 million Euros had been invested in start-ups in 2019, a growth of 40% year-on-year. In further positive news, Italy’s National Innovation Fund revealed that it would be making 1 billion Euros available to start-ups from January 2020, while private investor interest in the market is booming.

In this environment, Nurture provides increased opportunity for Italian start-up brands to optimise out-of-home media spend, ensuring it works as hard as possible to reach and influence the largest possible number of potential consumers.

In Italy, IGPDecaux has 36% market share (source: IGPDecaux / GroupM), with transport, street furniture, subway, airport, large format and digital channels across the country. Channels are concentrated where consumers congregate, in the centre of major cities and towns, in shopping areas, in transport hubs and on major roads.