Lorenza Pigozzi | Influence 100
Charting the future of public relations
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Lorenza Pigozzi

Group Communications Director
Mediobanca
Italy

@LorenzaPigozzi

 

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 the bank through its diversification from corporate and investment banking into retail, consumer and wealth management. As head of group comms 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 & 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 six year 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?
When we’ve been able to overcome a crisis that could have permanently damaged our reputation.

What do you love about this industry?
It’s an industry that requires the right mix of personal and professional skills. You have to be technical, to know the rules of the game, but it’s not enough to be effective. To be effective you have to be empathetic and credible.

What most frustrates you about this industry?
The underestimation of the work that is behind an effective communication strategy.

What are the communications industry's biggest challenges and opportunities?
The very big challenge is the disruptive impact of digital transformation and proliferation of media: you’re always exposed and you cannot be passive or slow. The other side of coin is the wider range of different channels and instruments that are available to build corporate reputation. With a balanced mix of skills and experience, creativity and passion there are a lot of things you can do even with very little budget.

How do you relax or change pace when you're not at work?
I love reading and cinema, but what I enjoy the most is meeting friends. Over the weekend there are always friends at my table, whether in Milan or the countryside. I steadily practice yoga to balance my mind and body.

Can you share a book/movie/TV show/podcast that teaches a valuable lesson about PR?
I’ve always found Blade Runner an inspirational movie: when communicating a piece of information you have to build the right framework around it, this means clearing your personal set of memories.

If I wasn't working in marketing/communications, I would be...
Working with people as a psychologist.