The association engages actively and proactively with industry, political, legislative and regulatory bodies, while helping its members enhance the effectiveness of their advertising through a range of services.
[4][5] Lorenzo Sassoli de Bianchi, the founder of Italy's leading health food company, Valsoia, and President of the Bologna Museum of Modern Art (MAMbo), took over from Malgara in June 2007.
[6] Widely respected by Italian industrialists for Valsoia's use of cross-media advertising and his personal skills as a communicator and consensus-builder, Sassoli de Bianchi was appointed President on a modernising agenda.
The projects launched under this programme include a research centre, initiatives to promote regional representation and national growth, and an extensive series of services and strategic partnerships to help members orient themselves with respect to the complex and rapidly changing social, regulatory and technological developments in modern advertising.
[7] As well as playing a lobbying and educating role, the UPA adopts a proactive partnership approach in its dealings with the government, legal and regulatory authorities, advertising agencies and the media, supported by issuing regular trend reports and analyses.