Fausto Rotelli

External Relations Director 
Ferrero

France

 

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“Innovation is a double effect, a tech jump that allows a new world of possibilities and another way of thinking that delivers creativity.” 

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Fausto Rotelli’s background in high-level corporate communications counsel within the French government and in the private sector stood him in good stead last year, when he successfully navigated a crisis for Ferrero’s Nutella brand in France by leveraging detailed data analysis and online monitoring capabilities alongside. Rotelli, who before joining Ferrero in 2020 was director of strategic and European affairs and chief of staff for public affairs and external relations at Disney Parks, Experiences and Products in France, moved the narrative forward via an ambitious digital influence plan around Nutella’s reputation. He now has responsibility for corporate communications, public affairs and sustainability across all Ferrero’s brands. Rotelli started his career as a journalist before moving into the French civil service, and worked as a public affairs advisor for energy company EDF for more than seven years, handling its relationships with the European institutions, Brussels, and UK projects. One agency head who works closely with Rotelli describes him as coming from his public sector roots and “turning himself into a cutting-edge PR and communications professional, with a specific background that has proved to be a constant asset in these times of change.” 

How do you define innovation?
Innovation is a double effect, a tech jump that allows a new world of possibilities and another way of thinking that delivers creativity.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
L'Oréal’s societal campaigns in France.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
L'Oréal, Yves Saint Laurent and for, agencies, BETC.

Describe a moment in your career that you would consider to be innovative.
There is not one moment but I consider periods when you have to face a specific situation that is key for a brand or for the reputation, or the periods of savings when you have to do more with less.

How do you get out of a creativity rut?
Breathe and take a break, or speak with an inspiring person.

What advice would you give to the PR industry around embracing innovation?
Never hesitate to innovate – without forgetting the strong principles of responsibility that are a part of our mission.

What would you be doing if you weren't doing your current job?
Chief of staff (but I would ask to manage corporate affairs as well).

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Oppenheimer.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
Diversity, equity and inclusion are the basis of our work, they need to be integrated from the beginning in our approach. Kids are the best example of this.

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