Lorenza Pigozzi

EVP, Strategic Communications Director
Fincantieri
Italy

Pigozzi held various roles at Mediobanca, becoming director of communication and institutional relations in 2013, with responsibility for managing the brand’s reputation throughout two leadership changes, as well as during the Eurozone debt crisis.

Fincantieri, which was founded 230 years ago, operates 18 shipyards around the world and is the only global shipbuilder operating in all marine industry sectors, including the construction of cruise, naval, and offshore vessels for the oil, gas and wind energy sectors, as well as marine interiors, advanced systems, electronics digital technology and cybersecurity.

At the time of her appointment, Pigozzi told PRovoke Media: “I decided to joint Fincantieri thinking of a new challenge in the industrial sector at the higher level. The group’s global recognition in many markets is truly an asset; the challenge will be to boost its role as a top reputable Italian global corporation.” Fincantieri CEO Pierroberto Folgiero said her experience would be “fundamental to starting an innovative path in managing the challenges related to group positioning, brand reputation and ESG issues.”

Pigozzi 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. During her time at the bank, Pigozzi was responsible for group media relations, media planning, advertising, marketing, social and digital, CSR, corporate identity and institutional events. She steered Mediobanca through its diversification from corporate and investment banking into retail, consumer and wealth management.

Can you share a moment in your career when you saw PR's direct impact on business performance?
I spent many challenging years at a company where we faced intense scrutiny and activism from significant shareholders. These shareholders were attempting to discredit the soundness of our company's operations and growth plans, creating potential doubts among our various stakeholders, including customers, investors, and employees. This experience underscored the critical role of strategic PR in safeguarding a company's reputation and ensuring business continuity. By effectively communicating the soundness of our operations and the effectiveness of our growth plans, we were able to neutralize the negative impact of shareholder activism and maintain the trust and confidence of our stakeholders.

What are the communications industry's biggest challenges and opportunities in the year ahead?
The communications industry is constantly evolving, with new technologies and shifting consumer behaviors presenting both challenges and opportunities. Some of the biggest challenges and opportunities for the industry in the year ahead are misinformation and disinformation, digital transformation, privacy Concerns and data protection, diverse and inclusive communication, and economic uncertainty. The biggest opportunities are content personalization and interactive engagement, emerging technologies, influencer partnerships, real-time communication, and hybrid events. By navigating these challenges and leveraging these opportunities, the communications industry can continue to innovate and thrive in the year ahead.

What have you most admired about the communications industry over the past year, and what has disappointed you?
Over the past year, I've admired the communications industry's remarkable adaptability and innovation. Companies quickly embraced digital transformation, using virtual events and new technologies to maintain engagement. There has also been a significant push towards diversity and inclusion, with many organizations striving to represent a broader range of voices in their communications. Additionally, the industry has prioritized mental health, transparency, and sustainability, reflecting a commitment to addressing important social issues and building trust with audiences.

However, several challenges have been disappointing. Misinformation continues to spread, eroding public trust despite efforts to combat it. Some diversity initiatives have been criticized as superficial, lacking genuine impact. Privacy and data security remain critical issues, with high-profile breaches undermining confidence. The overreliance on automation sometimes results in impersonal interactions, and economic pressures have led to budget cuts that affect the quality of communication efforts. Addressing these challenges is crucial for the industry to maintain its positive trajectory.

What work from your team are you most proud of over the past year?
I take immense pride in the projects we've executed over the past year. One standout achievement has been our innovative campaigns that not only launched new products successfully but also significantly expanded our market presence and fortified our brand reputation. These initiatives underscore our team's ability to devise strategic communication strategies that resonate with our target audience and drive tangible business outcomes. Additionally, our adept crisis management responses have been crucial in safeguarding our company's image during challenging moments. I am particularly proud of how our team rallied together to handle unforeseen situations with poise and effectiveness, ensuring that we maintained trust and credibility with our stakeholders.

How have you switched off from work and maintained wellness over the past year?
Over the past year, I have prioritized my wellness by disconnecting from work and engaging in activities I love. Spending time with my children has been a source of joy, and I have also focused on my physical health through sports. Additionally, I have indulged in reading books and spending quality time with friends, both of which have contributed to my overall well-being. By maintaining a balance between work and personal life, I have been able to reduce stress and improve my mental and physical well-being.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
Being a curious person, I devoted a lot of time to reading a diverse range of books. I also found solace and inspiration in watching numerous movies and TV shows. Music, particularly classical genres, has been a constant source of comfort and energy for me. I also enjoy listening to podcasts; some of my favorite include news and politics, business and technology, and arts and culture.

If I wasn't working in marketing/communications, I would be...
If I were not working in communications, my career path would lead me to psychology. The human mind has perpetually intrigued me, especially understanding why people think, feel, and behave the way they do.