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Mediobanca CCO Lorenza Pigozzi is something of a lifer at the Italian bank. After graduating and working as a researcher for Lazard and Banca IMI, she joined Mediobanca in 2001 as head of knowledge management. Two years later, at a time of major changes in the bank’s governance, she was tasked with leading communications from a standing start, as the bank had never had a media relations lead.
Can you share a moment in your career when you saw PR’s direct impact on business performance?
Every time we launch a reputation campaign.
What are the communications industry’s biggest challenges and opportunities in the year ahead?
The biggest challenge for our industry is moving ahead from the final stage of a change process. We need to be the engine of growth and development process, being agile enough to read, interpret and anticipate major structural trends. The most important opportunity is measuring the impact of activities and campaigns.
What have you most admired about this industry over the past year?
The ability to enhance and increase the value of corporate reputation, which is becoming more and more a strategic asset for companies.
What has most disappointed you about this industry over the past year?
Those who try to work on corporate reputation without solid founding elements or path. It’s the case with sustainability: some brands are working on their marketing and communication strategy without a real and credible green approach on the business side: greenwashing.
How have you switched off from work and maintained wellness in lockdown?
Reading, studying, sharing quality time with family, doing my favourite sports.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Every cultural form inspires me, especially classic books poetry and music. The same for films : I’ve watch many arthouse films from all times.
If I wasn't working in marketing/communications, I would be...
I wanted to be a psychologist.
Sum up 2021 in one word.
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