Newlink, a new Italian bet between talent and space left by the big boys

The context plays in favour. The global consolidation of the large communication holdings - with operations that are redrawing the balance between the big players - is generating a phase of transition also on the resources front. "We are intercepting some of the talent leaving the big agencies, progressively strengthening our workforce," Costa explains, saying he is "thrilled to have joined an international group that gives strength to our project of growing young talent in our sector".

At the same time, the first signals are arriving on the commercial front. The latest client that the agency has been awarded is the management of the social content of the Despar Italia Consortium, an assignment that will become operational in March 2026 and was awarded at the end of a tender among several companies in the sector. A piece that contributes to expanding the client portfolio and consolidating the positioning in the domestic market.

The strategy is clear: growth by internal and external lines, geographical expansion and development of new programmes, including through the integration of artificial intelligence-based technologies and solutions.

'Italia represents a strategic market for us both for the opportunity we have to collaborate with high-level professionals such as Massimo Costa and his teams, and for the potential of the market and customers locally and internationally,' says Gustavo Martínez, chief growth officer of Newlink Group and Country Manager of Newlink Spain

Within this framework, the EJ operation assumes the role of an entry platform, but the real goal is broader: to build a scalable presence in Europe and contribute to the stated target of doubling turnover by 2030.

For Newlink, therefore, the Italian game is not just a geographical extension, but a key step to position itself in a changing market, where the reorganisation of large groups opens up competitive spaces for more flexible and less vertical models.