The World: Turin - Armando Testa and Reply launch digital agency

Armando Testa, Italy's largest independent communications group, is linking with the digital media specialist Reply in a joint venture to drive online advertising activity within the country.

The new operation, called Bitmama, is aimed at capitalising on Italy's impending digital revolution. Armando Testa, whose clients include Lancia cars, Heineken and Lavazza coffee, and Reply said they expected Bitmama to become the pioneer in a new wave of Italian digital specialists. Marco Testa, the Armando Testa president, said: "This is an extraordinary opportunity to launch a creative challenge to the digital panorama."