4th WPP / The European House - Ambrosetti Forum

“The Role of Communications in Tomorrow’s World
Generating Value and Cultural Change”
Friday, November 6, 2015 – from 9.00 am to 1.30 pm
Magna Pars, Via Tortona, 15 – Milan.

4th WPP / The European House – Ambrosetti Forum

 “The Role of Communications in Tomorrow’s World –
Generating Value and Cultural Change”
4th edition

Magna Pars, Milan – November 6, 2015

The event originates from the setting up, four years ago, of a strategy-oriented Advisory Board on the future of the communications, advertising and media sector in Italy, created by WPP in partnership with The European House – Ambrosetti.

Communications is a strategic asset both for businesses and the entire Country System. The communications, media and advertising sector must look to the future — and no longer to the past — responding to changes in the business, tools, organization and regulations and, above all, to the needs of those who invest in communications, advertising and publishing.

Within a cautiously-optimistic economic framework, Italy is (once again) confirming itself to be a nation of tremendous business and innovative excellence. It embarked on a process to relaunch its image through examples of entrepreneurs and managers who, in the face of excessive bureaucratic red tape and high taxes, and Italy’s not particularly promising international standings, have shown that it is still possible to do business in Italy.

In a context in which the competition is becoming increasingly global and where innovation and technology are also imposing changes in the way the relationship with the consumer and business is conceived, what are the new needs of companies and entrepreneurs? In which direction must the communications sector evolve to relaunch consumption and work alongside companies as they begin to grow?

The topics this year included:

  • The consumer behavior and trends of Italians
  • The paths of internationalization and growth of Italian companies
  • Italy’s image and attractiveness in the world
  • Reshoring production and research and development
  • The development of new entrepreneurship and innovation

The Forum will introduce the findings and considerations of the WPP / The European House – Ambrosetti Advisory Board to the world of institutions, investors and communications firms.

The following are members of the Advisory Board: Valerio De Molli, Managing Partner, The European House – Ambrosetti; Antonio Baravalle, CEO, Lavazza; Luca Colombo, Country Manager, Facebook Italia; Massimo Costa, Country Manager, WPP Italia; Marco Costaguta, Fast Moving Consumer Goods Expert and President LTP; Gad Lerner, Journalist and President of the Laeffe Editorial Board; Roberto Masi, Managing Director, McDonald’s Italia; Franco Riva, Senior Banker, Credit Agricole; Cristina Scocchia, Managing Director, L’Oreal Italia and Andrea Zappia, Managing Director, SKY Italia.

Among the participants: Carlo Calenda (Deputy Minister, Ministry of Economic Development), Giuseppe Sala (Commissioner of the Government of Italy for Expo 2015), Paola Bonomo (Global Marketing Services Director, Southern Europe, Facebook), Luca Garavoglia (President, Campari Group), Francesca Pasinetti (General Director, Telethon) Enrico Loccioni and Renzo Libenzi (President and General Manager, Loccioni Group), Marco Fortis (Università Cattolica del Sacro Cuore and Fondazione Edison), Camilla Lunelli (Board Member, Cantine Ferrari) and Maria Latella (Sky TG 24) who moderated the Forum.

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