Lorenza Pigozzi | Influence 100 2022
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Lorenza Pigozzi

Group Communications Director

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.

Pigozzi has since steered Mediobanca through its diversification from corporate and investment banking into retail, consumer and wealth management. As head of group communications since 2013, she has managed its reputation through two further changes of governance and five strategic plans, as well as the Eurozone debt crisis, which wiped 90% of the value from Mediobanca’s shares. 

Directly responsible for group media relations, media planning, advertising, marketing, social and digital, CSR, corporate identity and institutional events, Pigozzi’s projects range from corporate storytelling to retail and consumer brand reputation activities. She has been on the board of Mediobanca’s retail bank CheBanca! since it was set up seven years ago, is on the board member of Mediobanca Innovation Services, and oversaw the #Oltre project that, since 2016, has seen the group partnering with the Italian Paralympic Committee.

Can you share a moment in your career when you saw PR's direct impact on business performance?
This has been a very challenging year, in which we have had to deal with the activism of some significant shareholders in an attempt to discredit the soundness of our company's operations. Reinforcing the correctness of our actions and the effectiveness of our growth plans, in the media and through opinion leaders has meant that our various target audiences have never questioned the soundness of our plans and operations.

What are the communications industry's biggest challenges and opportunities in the year ahead?
The challenge facing the system as a whole today will be how best to deal with rising inflation, and also the great opportunity represented by the application of ESG criteria.

What have you most admired about this industry over the past year?
The pandemic accelerated transformational processes in the banking system that banks were forced unconditionally to initiate and implement, confirming the centrality of their role with clients and institutions.

What has most disappointed you about this industry over the past year?
The industry’s inability to evolve in step with fintech innovations. One example is cryptocurrencies, which are not yet systemically regulated, and also the whole world of the metaverse, which will be the next generation’s universe but is still largely unknown to the banking system.

How have you switched off from work and maintained wellness over the past year?Spending time with my children, looking after myself, through the sports I love, devouring books and being happy with my friends.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
I am a very curious person, I read a lot, watch a lot of movies and love music, especially classical genres.

If I wasn't working in marketing/communications, I would be...

Sum up 2022 in one word.