NINO GIUSEPPE CAIMI – Advertising Agent

(Milan, 1876 – 1952)

Nino Giuseppe Caimi began working in advertising in 1923, after twenty years of activity as a journalist. The decision to make a leap into a new profession matured in 1925, following a trip to the United States. His name is linked to the Italian launch of many foreign products and he soon became an expert in both collective advertising (among the most incisive were those for beer and for bananas) and in the promotion of Italian products abroad. As director of the Erwin Wasey agency he was responsible for the launch of Palmolive soap and other American product brands that entered the Italian market: Ford, Texaco, and Camel. He was a tireless promoter of the advertising organization in Italy and the person mainly responsible for the foundation of the Italian Federation of Advertising. He then founded the EnneCì agency, which in 1937 oversaw on behalf of Barilla the national campaign to launch Fosfina pasta.

Maurizia Bonatti Bacchini


Arte pubblicitaria 1900-1933 (Advertising Art 1900-1933). Supplement to L’Ufficio Moderno (Modern Office), 1933, September.
MANCONI Lorenzo, La Pubblicità (Advertisement), Milan, Vallardi, 1956, p. 294.
CESERANI Gian Paolo, Storia della pubblicità in Italia (History of advertising in Italy). Bari, Laterza, 1988 pp. 104, 129, 137.
VALERI Antonio, Pubblicità Italiana (Italian Advertising). Milan, Sole 24 Ore, 1986, pp. 74-77.