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Opening page of an article introducing the Brigata della Spiga, a prominent association of advertising professionals in Milan during the 1930s. The text discusses the group's foundation by Guido Mazzali and Dino Villani, its role as a meeting place for advertisers, and the establishment of the 'Premio della Pubblicità' to recognize excellence in advertising.

Presentation of "La Brigata della Spiga". L'Ufficio Moderno. Biblioteca Bocconi.

The initiatives organized by L’Ufficio Moderno contributed to its popularity. These included the First International Congress of Advertising and the International Exhibition of Posters and Rejected Sketches (1933). In 1938, the "Brigata della Spiga" was founded to organize a national advertising award, which could not take place due to the breakout of the war.

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Not least, the success of the magazine was due to many popular articles on productivity and company organization, accompanied by advertising from companies for machines and office furniture like Olivetti or Lagomarsino.

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