Reply SpA

The ever-increasing demand for services offering a higher
level of user interaction across all mobile platforms, channels
and devices (desktop, mobile, Internet, TV) has led
the company to create its own Application Factory, dedicated
to the development of mobile applications in both
business and consumer contexts.
Digital Communication
Over the past few years the communication market
has seen an increase in the importance of the
presence of a single brand, product or service on
the various digital platforms. A new, active presence
which invites the consumer/user to interact: this
“dialogue” is what renders the concept completely
different from the traditional “display only” model
used in all markets and by all brands in the past 10
or 20 years.
Creative skills (which have always represented the true
added value of an efficient advertising campaign) are
now to be accompanied by a high standard of technological
skills and design. In other words, added value now
comprises all the elements which bring creativity to
life and render it interactive on the new channels:
Internet, mobile telephones, but also digital P.O.S.,
game platforms and others.
This new scenario requires a closer relationship
between creativity and technology, a gap which will
undoubtedly continue to narrow in the context of
excellent communication media which successfully
maintains the brand’s competitiveness.
In response to this demand from the market, in 2009
Reply and Armando Testa decided to merge Aware
and Testawebedv. The result was Bitmama, a digital
creative agency with expertise in multichannel brand
marketing.
In addition to the creation and management of all
aspects concerning brand image using interactive
digital media, Bitmama’s expertise also extends to
the application of creative concepts and technology
to important sectors such as mobile telephone,
e-commerce and gaming, These sectors are now, and
will continue to be, targeted by commercial brands, as
the main international communication markets already
show today.
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