Branding e-volution

The fourth edition of the “Branding e-volution” conference took place on 27 May 2026 in Milan, at the Politecnico di Milano, and was also streamed live online. The event was organized by UPA, the association representing Italy’s leading advertisers and communication investors, together with the POLIMI School of Management of the Politecnico di Milano.

The initiative aims to provide a strategic and innovative perspective on the key issues shaping the marketing and communications landscape.

This year’s edition focused on four main areas of interest: the importance of brand value as a driver of brand purpose and brand equity; measurement strategies and the tools used to assess effectiveness; the role of media in brand building; and the exploration of major emerging trends, including retail media and artificial intelligence.

The 2026 edition was supported by the following partners: Amazon Ads, Google, Integral Ad Science, Mediaplus – House of Communication, Nextplora, RAI Pubblicità, Sensemakers, Spotify Advertising, Teads, and Webranking.