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June 11 2018

Fake news producers are behaving like advertising creatives according to research by PHD Italy


An intense afternoon conference of analysis and expert testimonies took place around the topic of “Fake You! – too true to be false”. Organised by PHD Italy discussing what, on many levels, is now perceived as a real emergency.

Six out of ten Italians – according to PHD Italy’s research – consider fake news can seriously put democracy at risk. These fake stories are also spread at the speed of light and are much more likely than true news to be shared on social media.

“This is an extremely complex and multifaceted phenomenon and we certainly do not count on solving it,” said Marco Girelli, CEO of Omnicom Media Group Italy and PHD Italy, “but we, and many others, can and must take the trouble to fight it.”

Daniela Della Riva, Strategic Director of PHD Italy, presented the Omnicom map – a reconstruction of a fake supply chain produced by OMG that accounts for all the steps and logics that underlie the phenomenon.

“One of the most curious aspects of the phenomenon,” said Della Riva, “is that of the similarity with the logic and the settings of the advertising chain: even in the case of fake news we start from an upstream strategy, we must produce content and ‘creative’ messages to articulate ‘campaigns’ and planning, to act on targets that now, in digital logic, are carefully profiled.”

The work could soon be supported by further efforts: trying to measure the economic weight of production and distribution of fake news, at least on the advertising side. “We are developing the model,” said Della Riva.

The article is authored by Emanuele Bruno in Italian and published on 

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