Claudio Monteverde

Global Director of Corporate & Internal Communications
Gucci
Italy

Monteverde worked at Vodafone and Google, where he was corporate comms and public affairs manager for Italy and Greece, before joining the legendary house of Gucci in November 2019 as director of corporate comms. He was promoted to his current role this February.

The luxury fashion brand made headlines in 2022 when long-time creative director Alessandro Michele stepped down as creative director after some 20 years with the house. Former Valentino fashion director, Naples-born Sabato De Sarno, was appointed to the prestigious role earlier this year and will present his debut runway collection at Milan Women’s Fashion Week in September.

Last year Gucci became the first brand to accept ApeCoin in US stores and confirmed that it has formed a permanent team dedicated to the metaverse. Monteverde described the Dream Big unit as similar to ‘a startup exploring new areas of opportunity’ for the business.

Meanwhile Gucci’s parent company, luxury French house Kering, has just snapped up high-end fragrance label House of Creed, the first purchase of its recently-formed cosmetics unit.

Can you share a moment in your career when you saw PR’s direct impact on business performance

From tech to luxury, I have learned that successfully preventing a potential issue from escalating into a full-blown crisis, thereby safeguarding the company’s reputation and its business, is the real game-changer.

What are the communications industry’s biggest challenges and opportunities in the year ahead?

The increasing importance of social consciousness to consumers is reshaping the business landscape. Today, individuals are demanding more than just statements from brands – they want a clear declaration of values coupled with tangible actions. Merely claiming to support social causes is no longer enough; consumers seek brands that demonstrate a genuine commitment to making a positive impact. As a result, companies must navigate this landscape with transparency and integrity. Authenticity is the key to building trust and cultivating long-term relationships.

What have you most admired about the communications industry over the past year, and what has disappointed you? 

Its ability to adapt and remain resilient in the face of unprecedented challenges. However, I think there are also areas where the industry may need to further evolve and improve especially in terms of innovation, such as the adoption of emerging technologies and new communication channels or the need for improved data analysis and measurement capabilities.

What work from your team are you most proud of over the past year?

While I firmly believe that the best is yet to come, there are many projects that come to my mind from the global internal roadshow with our CEO and president across the different regions in the past eight months to strengthen alignment and engagement within the organization, to the global Gucci Equilibrium Platform and impact reports showcasing our commitment to environmental sustainability and social good, or the cross-functional brand campaign to celebrate the 10th anniversary of Gucci CHIME, our global campaign for gender equality.

How have you switched off from work and maintained wellness over the past year?

As a yoga teacher, staying true to my sadhana is an essential and effective way to switch off from work and maintain my wellbeing.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?

Meditations by Marc Aurelius

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

A journalist, or an academic.