(AGI) Rome, June 3 - Revolutionise the brand, customerexperience and accountability in the digital era while givingimagination the power to not only innovate, but also tosurvive. This is the main theme of the first day of the WorldCommunication Forum, the event organised at Rome's Cinecitta'film studios by Comunicazione Italiana to discuss the design offuture companies between managers and professionals. The eventwill continue on Thursday with a session entitled "Forum EventIndustry" and end on Friday, June 5, with a session on"Sustainable Innovation." The Communication Forum opened withan introduction by Fabrizio Cataldi, founder of ComunicazioneItaliana. He said: "Italy is going back to designing itsfuture. We believe that companies and institutions will be ableto compete at an international level precisely throughcommunication. We need to build the future through creativity,innovation and communication, the strategic drivers of economicrecovery." The event was also attended by Augusto Coriglioni,President of the Information Technology Section of Unindustria,who said: "The need to study and implement digitalcommunication forms undoubtedly coincides with the spread ofsocial and mobile (media), which have transformed the conceptof user. Demand can decide when to come into contact withsupply, as well as exchange and condition opinions andevaluations. Effective contents, emotions, the wish for and thesimplicity of interaction are some of the elements essential tothe new communication paradigm." The fact that today'scommunication can no longer be separated from the concept ofdigital transmission was also stressed by Avaya, the AmericanIT company which was among the first IT service providers tointroduce the concept of integration and convergence. "From B2Bto Business to Person" is Avaya's claim, which focuses on "theobjectives and needs of companies in order to design customisedsolutions which have their distinctive value in engagement,"said Anna Banfi, Head of Field Marketing for Avaya. . .