3rd WPP/The European House - Ambrosetti Forum

The Role of Communications in Tomorrow’s World

The role of communications as a strategic driver to support foreign direct investment in Italy and relaunch consumption within a context of radical change.

The Role of Communications in Tomorrow’s World

3rd WPP/The European House – Ambrosetti Forum
“The Role of Communications in Tomorrow’s World – Generating value and cultural change”

This event concluded the process of analysis and deliberation undertaken once again this year by the strategy-oriented Advisory Board which, since 2012, has been active in generating ideas and initiatives regarding the future of the communications, advertising and media sector in Italy.

Its creator and promoter is WPP – world leader in marketing and communications services, market surveys and media management – in partnership with The European House – Ambrosetti.

This year, the WPP Italia Advisory Board concentrated on three issues:

  • the urgent need for concrete action to reduce the digital divide in Italy
  • the attractiveness of Italy and its “country system”
  • the strategic role of brands within a context of revolutionizing consumption and purchasing behavior.

Massimo Costa, Country Manager of WPP Italia and Valerio De Molli,Managing Partner of The European House – Ambrosetti opened the forum and presented the key messages the Board is looking to launch to all sector stakeholders. These messages were discussed and examined during the forum through the participation of managers and representatives of government and institutions who shared their viewpoints and debated the most effective actions to be taken.

Sir Martin Sorrell, CEO of WPP Group, shared with attendees the group’s strategies for the coming period and spoke about Italy as a market in which WPP can still realize potential and grow, thanks to the ability to increasingly work together to provide clients with effective answers.

Taking part in this third forum were over 200 presidents, managing directors and chief marketing officers from Italian and foreign companies – indication of the increasing interest this annual forum is generating within the business community.

The Role of Communications in Tomorrow’s World.
Generating value and cultural change”

Speakers included:

Paolo Ainio, CEO, Banzai
Massimiliano Ventimiglia, Chief Digital Officer, WPP Italia
Franco Riva, Senior Banker, Credit Agricole
Gad Lerner, Journalist; Chairman of the Editorial Board, LaEffe
Mauro Piloni, President and CEO, Whirlpool R&D
Christopher Prentice, United Kingdom Ambassador in Italy
Massimo Mucchetti, President, Standing Committee on Industry, Commerce and Tourism, Italian Senate
Roberto Maroni, President, Lombardy Region
Sir Martin Sorrell, CEO, WPP Group
Marco Costaguta, Fast Moving Consumer Goods Expert and President, LTP
Antonio Baravalle, CEO, Lavazza
Roberto Masi, CEO, McDonald’s Italia.

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