Communication Forum, De Agostini (Banca Mediolanum): “Communication is strategic lever”

“Communication has always been in our DNA, it has always been a strategic lever, the last 15 months have forced us to make more use of it, to put communication at the center of Banca Mediolanum”. Roberto De Agostini, Head of Media & Public Relations Banca Mediolanum during the fourteenth edition of the Italian Communication Communication Forum. At the heart of the reflection, the mark left by the pandemic on business choices and strategies, the lessons learned, the critical issues that remain and the work still to do. “I like to remember – he observes – three initiatives. An internal communication precisely with the aim of aggregating, being close to our employees and collaborators. Every week – he remembers – there have been about 3 hours of programming for 15 months with our corporate TV in streaming to be close to collaborators, not only with company service information but also from the beginning with more social and health information , just to be close to employees and collaborators. We did another great initiative right from the start, it is called ‘Together we will make it’, 4 digital events, aimed at our customers, aimed at our target audiences. Done immediately, the first was on March 19, 2020, an hour of broadcasting. The initial goal was to be close to our customers, to savers, in the face of the collapse of the financial markets for health reasons, how to behave from the point of view of savers “.” In reality – continues De Agostini – then we expanded the range by proposing broadcasts that were appreciated, also here with health experts, sociologists, from prof Moretti to prof Galli, precisely to be close to our customers and collaborators not only from a banking and financial point of view but truly at 360 degrees. A communication of values, of closeness “.” Then – he declares – the operation that has become most famous: the short film, ‘Tell me about me’ starring Anna Foglietta, a real little 8-minute film, an operation we had in progress and that it seemed like the right moment to experiment. very courageous communication operation “. “Not just an advertising spot – he concludes – but a communication through the art of cinema, 8 minutes to carry a non-commercial message”.