Isolating the main aim(s) of sending a newsletter is a tricky matter (and it does not
accurately reflect the actual intentions of the company). We took into consideration just the
clear situation, and also set several intentions if the case, considering the message and the
approach of the newsletter. Therefore, some newsletters are considered to have several
main direct aims. In the case of Humanitas, the informative approach determined us to
consider that the impact is rather on this than on brand development, even if maybe the
company also intended to strengthen the brand by developing special cultural activities
(readings, launches, debates and others).