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associazione giovani opinion leader


Spring is in the air!

We reached number ten, passing the barrier of the single figure and achieving the positive goal that we established when we started the magazine. This is an important issue. It is the first for 2017, a year that will bring new columns and features, new reports, detailed studies and new journalists defined according to the editorial project. In this Focus ON, we’ll have an opening report on what is going to happen during the year, we’ll see how sociologists, communicators and experts see this 2017; then we’ll introduce the topic of time management. We also present you a new column: “Parole in evento” (Words in event) with the first article dedicated to those who do “a dirty job but somebody’s got to do it…”: those people that we never see but that do everything in their power to make an event come alive. We often forget about them, as if a stage would come up as a flower in a spring day! 2017 is for travelers: where should we go in a year full of uncertainties and dangers? Which destinations are safe and which won’t be in the near future?

And at last, the Maverick’s Corner, nipping as always, about the world of communication where we are actors and spectators of an ever changing evolution. In the end, my greetings. Now that we’ve reached the double enumeration, I decided to leave the direction of a magazine that I saw come into the world and that was like a son to me. I leave with the certainty that whoever will come next will be able to treasure its good things and will also bring improvements and news. To the newsroom and the journalists who contributed to the project, I say thank you, for working in harmony and with the strong will to make something better every time. It’s not easy to find such a positive and free environment in the world of journalism, a place where information can flow freely. I wish all the best to the new director, and to you, readers, I give my word that the next issues of the magazine will be even better and interesting. Thank you! Fabrizio Mezzo




Spring is in the air!


2017 THE YEAR OF SOCIAL NETWORK New trends and expectations.

WHO ARE THE (REAL) MILLENIALS And why wish you know them better.




A travel throught habits, changes and sustainability.

CES 2017

The next future.

WORDS IN EVENT Behind the scenes!


Three keywords for Italy’s bet on tourism.


News & location.

THE MAVERICK’S CORNER 2017: against everyone.



The upcoming year.


his 2016 ends with lots of unanswered questions, open situations, doubts, and concerns. Maybe the next 365 days will question the entire new year, especially in the marketing field – which is the way to read into people’s needs. What is going to happen to magazines? What are we going to see on the many screens of our mobile phones and TV? Who will be the next monster? And who, the new savvy? How are we going to managed politics, economy and social topics? Without any proper answer, without any unshakable truth, we asked for help to the experts on the field, who tried to guides us towards the next trends of the upcoming year. They discussed what we should expect from the next 12 months which are looming over the world of communication and over the entire social system. The outcome is an interesting roundtable with a few questions, but many answers. We are in 2017, after a 2016 during which we saw the change of communication, analysis, and behaviors, what does this year teach us? And how are we going to face the one that just started?



Tommaso Saso

Simonetta Pattuglia

Marketing Director


University G. Marconi

University of Roma Tor Vergata

Graduated with distinction in Economy at the Sapienza University in Rome, he’s Professor of Marketing and business, and Director of the International Marketing Master. Accountant and auditor, he gained a long experience as Client Director in Mediaset’s Publitalia ‘80 and Digitalia 08, where he followed institutional and financial clients, in addition to big corporations. He is Vice President of Manageritalia Roma, an association that represents all the managing directors in the commerce sector.

Simonetta Pattuglia is associate professor of Marketing, Marketing, Communication and Media and Sales Management in the Faculty of Economy and Management and in the Master of Science (Master’s degree in English language) in Business Administration at the University of Roma Tor Vergata. She is Director of the Economy and Communication Management Master, and also Director of Sports Marketing and Management Master. She is President of CASP - Commissione per l’Aggiornamento e la Specializzazione Professionale – of FERPI, Federazione delle Relazioni Pubbliche Italiane (Italian Federation for Public Relation).

Saso starts the conversation: “Since some years, not only from 2016, we’ve entered the so-called 4th industrial revolution. After the one which introduced the steaming machines (in the 16th century) the one that brought electricity in the 1800s and the last one which started in the second half of the last century; which digitalized our society. This century will be dominated by the direct “dialogue” between machines, where the human presence won’t be necessary. I don’t believe that there’s still someone who thinks that we’re facing an acceleration of technology; we’re looking at something which is dramatically more important and that will have a consequence, not only on the industrial production and services but also on the economy and society in general.

For sure, the University system is moving fast to diminish the famous gap between the educational and business world. We, as Marconi University, are not only close to enterprises - since we’re trying to create a continuous “contamination” - but we’re also looking at this challenge as a cross-level of competencies and disciplines.

This means that global society and institutions will have to manage this epochal change as soon as possible so that this incredible chance of improvement won’t turn into an important threat to our future.

Professor Pattuglia has a different approach, which unifies ethic and market perspectives: “We will face 2017 with a higher respect for people, for brands and for sustainability, there will also be more responsibility in marketing and communication. The first fifteen years of 2000 taught us that a new era is born: the one of responsibility – and not just from enterprises and organizations – but especially from us, consumers and stakeholders. The explosion of platforms such as social networks has become a real symbolic case: both if it’s politics or business, if there

I have the feeling that everybody – not just those who are losing their jobs because it became “obsolete” – are realizing that something’s changed. Facing this year, and the next ones means realizing this evolution and work to ride it, instead of being overwhelmed by it.


This historical revolution doesn’t include just the “technological” topic, but it encompasses every other economic, social and juridical branch. For this reason, we proposed our students a series of educational meetings about Industry 4.0: lessons held by the professors of all our departments in collaboration with many company’s managers”.


are VIPs or celebrities, the “social” life reinforced the necessity of being responsible towards ourselves and the others. Fake news, cyberbullying and web-radicalism demonstrate – from the most folkloristic episodes to the most dramatic ones – how web communication requires people who are more and more willing to give themselves rules. We all have to respect our own personality and digital existence which, together with our “physical life”, forms the complete definition of “individual”. After the time where we all wanted to be online, to appear, to take selfies to prove our happiness and to show off our feelings, there’s the responsibility to let people express themselves without forgetting the ending goal: follow rules of conduct that respect sociality, the real one, which isn’t necessarily linked to media”. Gianluca Comin follows: “We could define the year that we’ve left behind as one of the Post-truth politics, something which has to be studied carefully by those who manage communication and market research. It was a very complex year that saw us as protagonists of important changes, both in the politics and social-economic point of view.

Just think about Brexit or Trump’s election. These were two democratic choices that, in a sense, reversed the establishment’s certainty. A special role was played by the network and the spreading of borderline news (if not fake). I believe that the methods against Post-truth politics, such as fact checking, will be the great protagonists of 2017”. Alicia Lubrani comments: “Social networks are a tool through which people - always more connected thanks to their mobile devices - gather information and start conversations. Having said that, Samsung will continue also in 2017 to oversee these channels, realizing a specific, focused and innovative communication for each target”. Which are the trends that will define 2017? What are companies and people looking in terms of products, lifestyles, and culture? “Today people look for holistic forms of engagement, says Pattuglia – from the experience (of which everybody’s talking about, both in communication (and sectors like the entertainment), to goods and consumable, from which consumers want to take benefits. One product, and also

Gianluca Comin

Alicia Lubrani

President and Founder

Head of Marketing Communication

Comin & Partner

Samsung Electronics Italia

From 2002 to 2014 was Enel’s Director of Communication and External Relations. Already chief of Media Relations at Telecom Italian, he was also Director of External Relations at Montedison. His career started as journalist for the daily newspaper Il Gazzettino, he was the economic and parliamentary editor. Between 1997 and 1998 he was the spokesperson and head of the press office at the Ministry of for public work Paolo Costa.

Alicia Matilda Lubrani was born in Canterbury; after her First Degree in Corporate Communications at Edinburgh University, in 2003 she was in charge of the launch for the new brand Sky TV and integrated Communications for SKY Italia as Project Manager. From 2006 to 2011 as Marketing Communications Manager, she managed the ATL, BTL, Events, Social, Digital and CRM communication channels.

In 2014 he founded Comin & Partners, consultancy office specialized in communication, media relations and public affairs. He represents the Ministry for Cultural Heritage in the board of directors of Venice Biennale, and he’s also the writer of: “2030:the perfect storm” and “business beyond crisis”.

In September 2011 she arrived in Samsung as Head of Marketing Communication Mobile Italy, with the ambition of turning the company as a loved brand, loved by its consumers, bringing innovation and discovery into people’s lives.



a service, isn’t perceived as something that should give an answer to a single proposal. It must do so, reaching all the possible “shades” of human experience, it must leave a sense of well-being to the person who shall feel embraced and motivated. Therefore, companies try to propose forms of total engagement that involve both reason and senses, through communication forms that are able to answer every need”. Saso continues: “Among the most relevant technologies, beyond the IoT and cloud computing, the starting point is, without a doubt, the big data management. In order to be able to elaborate marketing strategies that aim to the offer’s optimization, companies will have the need to “analyze” a huge amount of information and data from different sources and origins; their objective is to being centered and competitive in markets that are evolving and are always more sophisticated. The problem around the big data isn’t just linked to the amount of information. If it was homogeneous, the actual computers’ mathematical capacity would solve it in a few time. The real issue starts from the variety of the data. To study trends and consumers’ behaviors, we’ll have to analyze data and connect millions of information that are shared every day. What kind of data, you ask? In a day, the average user, just by owning a smartphone gives the following information:


the time he wakes up, how much he slept, at what time he leaves his house and which public transport he uses to go to work or school. Every moment of our day is going to be “given” to the network, and there, it will stay forever. Thanks to the social network, it’s practically possible to know where we are, what are we eating, what are our purchasing habits, what are our desires and fears, since we “confide” them to search engines and our networks of online friends. The analysis of all these data, done thanks to the typical tools for a social demographic correlation (with IP and localization we could map the entire world), can connect the useful information to adjust a new product, develop a new business model and launch a perfect communication activity, both in creative and media terms. It’s not hard to understand that a subject with such data could, if not dominate the world, could definitely influence it a lot, in addition, to create privacy problems (another important topic that we must discuss and solve in the near future). Without going deeper into a detailed sociological analysis, it seems that in our society, which lacks new values that could substitute the old ones, where we miss references and we live in a continuous uncertainty, people still want to be “discovered”, engaged, they want to have a space for celebrity and fame. Just think about the collection of “like” on Facebook! A treat for marketing people and, unfortunately, not only for them.


Lifestyles will be oriented towards this continuous movement from one homogenization to the other and, without a doubt, the negative effects on culture can’t be ignored. Here starts the necessity of having a careful in-formative activity by schools and institutions”.

Then, we’ll have an automatic conversation through chat bots that, not only they will revolutionize our communication, but also customer service and e-commerce – through the knowledge of consumers’ needs. Finally, we’ll see more and more LIVE videos and virtual reality”.

It’s inevitable to ask what will happen to purchase power since all these news will create new Obviously on the same page, Alicia desires. How much will worldwide Lubrani, and it couldn’t be different, The problem around the big data politics decisions influence people’s since the strong inclination that isn’t just linked to the amount of perception about their need’s Samsung has towards innovation: “I’m information. If it was homogeneous, satisfaction (purchases, requests, talking about a reality that I live every the actual computers’ mathematical anxiety about the future)? day, we’ll see technology becoming capacity would solve it in a few always more a facilitator in our daily time. The real issue starts from the According to Comin’s point of view, activities: work, family, friends, variety of the data. “the economic crisis managed to hobby, free time. Our commitment to technology development will increase, especially influence many aspects of our lives, bringing with it fears when related to virtual reality, a trend that will definitely and uncertainties. In this turbulent panorama, nationalisms and populism started to take over and many times we said revolutionize the business of entertainment. that “we were better off when we were worse off”. So as I also agree on the fact that we’ll continue investing in the politics, also the market and consumers’ behaviors have Internet of Things that, in 2016, with the Smart Home and deeply changed. As a reaction to globalization and to new habits, people, especially the younger generations, the connected Car, represented a real revolution. The reached a level of awareness and attention never seen IoT is a segment that we’re strongly overseeing: with before. The goods’ origin and their impact on the the Smart Home app, the connected refrigerator environment have become the main markers that Family Hub, the washing machine AddWash lead consumption. Thanks to the social network, and air conditioners – that can be controlled blogs, and forums, new buyers are more via remote. But that’s not it, with 360° videos informed; today the admiration for the the desire to share with friends and family brand makes room for zero food miles, somebody’s experiences will increase; veganism, and homemade products. and also fitness and sport will continue This wave of self-responsibility to be a special focus of technology, created the perfect soil to the especially related to development of sharing economy, women as a sales from Airbnb to Uber, in which what is target. unused is shared and optimized”.



For Saso, “unfortunately politics, at least in some countries – including ours – can’t follow what is happening. The gap between technology and economic politics is immeasurable, in spite of some attempts to support companies on proposed topics with tax incentives. This is not the place for a political or economic analysis, but surely it would be appropriate for any govern, to have a task force which studies future effects of this revolutionary change of standards. Because if we don’t put enough attention to what are going to be the new real needs of our society (first of all, some educational plans, suitable to “build” the next smart worker and smart citizen) we’ll see some serious consequences on employment and on the entire economy. Some researchers are already elaborating some scenarios which are definitely unsettling. It is known that many “linear” jobs – those which can be organized with an algorithm – will be lost, and it is also true that many others will take their place according to people’s needs that today we can only imagine. Everyone, though, will need a high level of education. I could provocatively say that University will be the new compulsory schooling, presuming that not everyone will be able – for many reasons – to have access to it and that there won’t be the need for works with a low conceptual value; the political debate must start to study the possible actions that may correct the economy. Among the “suggestive” hypothesis that is proposed to support the industrial economy of the future, they think about a non-identified “guaranteed minimum income” that would avoid the collapse of the economic and productive machinery.”

Samsung Italia’s predictions for 2017.

Will communication influence consumers’ choices, or it will be influenced by them? Lubrani says that there will be a mix: “I believe that we’ll see both things happening, but undoubtedly communication has the ability to influence consumers’ choices only when it can talk to them directly and efficiently.”

© Shutterstock: Chesky


A different approach, less concise and more sociological, comes from Saso: “I could say that the influence will be bilateral. The new companies that are producing and distributing services are already looking for those resources, such as data analysists, to implement their marketing departments and investigate their target’s behaviors and habits, in order to propose the most


suitable service. I’d say that the “circular process of needs” hasn’t changed, there’s still the process of request and feedback in the end. If anything, the difficulty is given by the communication media that, in addition to having a stronger and stronger fragmentation, have to watch their backs from the reputation effects that spread on social networks, between blogs and forums.

of our age, sometimes big brother, some other times a pain in the next, but in any case, inevitable. So we asked our interviewees to bet on two social networks for 2017. Actually, we didn’t ask them just two winners, but also the great defeated of the online world.

Lubrani thinks that there’s a breakeven. “I don’t think that there are winners and losers. Simply social networks, which For example, Mediaset carried out many acquisitions and intercept targets and generations with many different integrated many media that were once competitors, such needs and aspiration, must be used in a proper way to as printing, radio, and the web, right to establish a correct relationship offer a cross-media planning. The bet and to undertake an efficient is to suggest projects, also through communication in safety, and while This century will be dominated big data analysis on behaviors and preserving our privacy. media usage, to reach an offer that by the direct “dialogue” between would optimize all the metrics of From this viewpoint, our favorite machines, where the human communication. Big data analysis channels are: presence won’t be necessary. and machine learning will enhance the “programmatic” purchase and • Facebook, that for many engaging will ease the construction of a great initiatives still represents a very communication campaign. We could say that in this sense, efficient communication tool for companies, because it communication will influence itself”. allows them to plan their large-scale activities. Live videos, for example, give the chance to live a real experience with Talking about communication and choices, it is inevitable added value and represent a winning activity for us, even if to fall into the topic of social networks, blessing, and curse new generations are more active on Snapchat.

© Shutterstock: nostal6ie



• Instagram, that in a few years grew a lot, has a well-defined identity and reaches a target that is very interested in images and wants to stand out. For this reason, we have a network of influencers and digital stars who support our company and with whom we successfully collaborate. • MySamsung app is for us like a fast track to our consumers who, through the app, have the possibility to take advantage of unique opportunities and exclusive experiences (concerts and events); in addition to a personal customer care service”. Saso is on board: “I say with confidence Facebook and Instagram are the winners, despite the first one has to face and solve some issues linked to Whatsapp privacy agreement, data usage and the recent “fake news” management that may undermine information’s credibility, with also a negative outcome for Facebook’s advertisers. Instagram is ascending, heading towards high quality and elegant images, the social network creates a great enthusiasm - and not only in teenagers – establishing an immediate and strong relationship that is evoked by its peculiar form of expression. I believe that this is a value that many companies would like to find when they plan their communication campaigns. Twitter doesn’t seem to live its greatest moment, and its attempts to improve the platform, like removing its 140-character word limit, could distort its nature, making


it look like some other competitor’s social network. But I don’t think that is the loser, I believe that it can still find its place in the market”. Comin marches to a different drummer. He thinks that “we’re living a challenge between Instagram and Snapchat, the two social media that in 2016 reached more than 150 million daily users (each one). Anyway, today we must understand how users are moving from a platform to the other and which are the necessities that move them to do so. Social networks have become essential to our communication activities and is always more important to evaluate both the contents we are planning to share and their respective targets. The big defeated of this year is definitely Twitter, even if it is a key tool in the world of communication, it seems incapable of reaching a sufficient advertising income that would guarantee an economic sustenance. In a world of images and videos, 140 characters are not suitable to companies’ communication style”. From social network to millennials it’s a short step. People keep talking about them, but what about the others? “Of course – continues Comin – when we talk about millennials we also think about social networks. We took our time, but us too, the “baby boomer” generation, got to the point. Willing or not, we had to confront ourselves


with the world of new technologies, and after some shaky attempts, we lost any inhibition and we started to decipher that “millennial” language. From the elderly to forty-year-old, it seems that everybody is adapting to this new communication style, even if the investors’ attention is focused on this younger generation and on Silicon Valley’s companies’ development. Who holds the reins of the market and has the biggest buying power are still the older generation.“ Lubrani analyzes not just the millennials, but their reference market.

with all our prospective targets, with contents that are always more relevant. Every target is a potential new business.

“For Samsung millennials represent a very important segment. Starting today – and in the upcoming years This year, for example, we will give more attention to – technology will be used by everybody regardless of women, especially those over 35 years who are a step generation or age because we will all ahead and use technology in a way understand and know which are the that is functional to their needs and Social networks, which intercept potential benefits that lie behind this their lifestyle; we’ll also approach targets and generations with many ever-changing tool. the professionals target, adults that different needs and aspiration, must look in new tools – like smartwatches be used in a proper way to establish a For this reason, our communication – a companion for their everyday and marketing activities will be correct relationship and to undertake activities”. planned to intercept and dialogue an efficient communication in safety, and while preserving our privacy. In the new formulas of the future there the space to understand the days to come. Beyond their different opinions, the main topic that is shared by our spokespersons is the common care for evolution, for the signals that become real drivers of change. F. Mezzo



2017: the year of Social Network New trends and expectations.


ast year was very important for the digital world, especially for social media.

We witnessed the creation of new apps and platforms while technology and innovation ended to guide preferences and tastes, changing the habits and the activities of our lives online.

Also this year, Hootsuite and We Are Social (in collaboration What’s really surprising though, is the web traffic generated with GlobalWebIndex, GSMA Intelligence, Google and many by device: last year, Italians surfed the internet more with other research institutes) published “Digital in 2017”: the their smartphone (+44%) than with computer (decreased report on the biggest digital trends that will continue to by 14%); on the rise also tablet (+8% on 2015) and other influence the rhythm of our society, users’ behavior and devices (like gaming consoles, which are living an amazing their relationship with institutions and brands. The data increase of +24% with respect to the previous year). aren’t just surprising, but they also help us to understand We’re always more connected, and how the technology behind social Today bots evolved from their always more “mobile”; but what can media allows creating interactions predecessors and they became, we expect from the social world? For and such efficient social networks like Siri and Cortana, “chatbots”: sure, the topic isn’t among the easiest that can be easily used by the majority programs which interact with users to discuss, since the continuous of the population. through an instant messaging changes of the mechanisms behind platform, simulating a conversation the most used platforms. Regarding Italy, the report presents a with another human being. very interesting scenario. First of all, But before we take into consideration it underlines how in 2016, the number of people connected to the internet increased by 4% with each social network and its strategies for the new year, let’s respect to the previous year; moreover, it highlights the take a look at the trends that we’ll get to know better in the next few months. continuous growth of social media users (+11%).


It appears that technology bends to men’s demands. Or maybe it’s the man who yields to technology?

© Shutterstock: Dragon Images



The first keyword for 2017? Chatbots! The origin of bots (abbreviation for “robots”) goes back to the Fifties, in fact, they existed in Alan Turing’s projects. More recently, an example that many of us would recognize and remember, was Clippy: Microsoft’s ever-present paper clip that was always ready to suggest and recommend the best usage for Office products. Today bots evolved from their predecessors and they became, like Siri and Cortana, “chatbots”: programs which interact with users through an instant messaging platform, simulating a conversation with another human being. From customer care services to the opportunity to book a table in a restaurant and ordering a pizza or a dress online, chatbots can take care of the user in real time, using existing apps and getting rid of the necessity of downloading other programs. In spite of this news becoming internationally popular, we’re still far from the ideal Artificial Intelligence; modern chatbots can talk to people, but they can’t guide or follow a conversation on a cognitive level.

Siri, Apple’s virtual assistant.

experience and facilitate the relationship with them, can easily install a bot that replies to their questions; moreover, considering their distribution, we could see them in the near future, as the voice of a company.

Why should companies use chatbots?

Innovation never sleeps, and 2017 seems the proper year to introduce a new technological surprise, both for companies and consumers.

Even if we’re only at the beginning of this new way of interacting with consumers, their services’ efficiency and speed of response, make chatbots really useful to many companies in the market; from those which sell products and services to the ones that manage payments and customer care. In general, whoever wants to improve their users’

In addition to technology, though, there’s so much more. Humans are by nature social animals, today even more than in the past, we need to have more time on our hands, to share it with friends and family. To answer this need, many apps, websites, software and companies are committed to finding the most suitable tools to put people in contact.




An example? Modern devices with 360°cameras that can involve the spectator completely, or the wearable devices that – not only they can track activities and vitals – manage to connect users almost “physically” (like “Pillow Talk” bracelets which allow you to hear the heartbeat of your lover, even if he/she is far away). To satisfy the need for immediacy and speed of sharing, apps like Snapchat, Telegram, and since a little while Instagram, offer the chance to share messages, videos, and pictures that disappear in a few hours; the benefit for companies? Posting contents that are always new and always live. It appears that technology bends to men’s demands. Or maybe it’s the man who yields to technology? The debate is still open, and for sure we know that in the last decades, engineers, web architects and programmers created, and contributed to the world of internet and mechanics, giving life to software that is now part of our everyday life. Let’s get down to the details and discover the latest news presented by Instagram, Facebook, and Twitter (the main platforms used by the Italian internet users).

rely on the social network to reach their younger consumers through pictures and colorful, appealing videos. Fewer bells and whistles: Instagram’s space is entirely dedicated to its users’ contents. Of course, today nobody is talking about the seemingly existential twisting that happened months ago. On the contrary, the “Instagrammers’” community has increased, and maybe another factor that may have influenced this trend was the introduction of Instagram Stories. Spiteful persons could say – and actually, they did – that the additional feature concerning live videos was a strategic move from Facebook to beat the competition. It is not a secret, in fact, that Snapchat – the first app which offered the chance to post pictures and videos that are deleted in 24 hours – reached an important rank among the social networks, alarming the “big” companies of the sector.

Facebook Reactions analyzed Instagram and Snapchat INSTAGRAM It was the social network Analytics and confirmed that, since the first managed to add that in 2016 changed the second’s same feature, Snapchat started to dramatically the most, object of a lose its subscribers (-40% views only in the last six months). rebranding process that started with the graphic restyling of the platform’s logo, FACEBOOK which evolved from the traditional vintage camera to a The introduction of Facebook Reactions happened last modern, colorful, simple and minimal line. Less is more? year, was something that made people argue as much as Maybe, but many users and designers will remember this Instagram’s new logo. Many users were disoriented and change as something that really made their hearts leap. confused by this change, and first, they accepted the “like” evolution with reservation, but then, Many of them were against it and after a few months, they fell in love showed their aversion with complaints We’re always more connected, with it. and hundreds of posts on social media, and always more “mobile”; but what in memory of the old logo. This change can we expect from the social world? It’s the game of social networks, or underlined how Instagram (property of maybe of all technologies that were Facebook since 2012) wants to focus For sure, the topic isn’t among once “new” and that only with time more on the contents and less on the the easiest to discuss... became popular in our lives. Any style. It was born as a social network development generates a condition dedicated to sharing spontaneous and recreational pictures, but during the years, it “grew” both in of imbalance, but it’s something temporary and that will terms of quality and subscribers. This last event was rapidly eventually lead us to a new harmony. Back to our social understood by many companies which, over time, started to media: the fact that Instagram and Facebook are on the



same line of business isn’t a mistery, in fact also Facebook’s just introduced its “Stories”, right up on the home page like Instagram. 2017 is going to be an important year for the giant of Menlo Park. Facebook is going beyond the mere technological opportunity of sharing thoughts and pictures in real time. In a Live video interview with Facebook COO Sheryl Sandberg, last December Zuckerberg acknowledged that Facebook’s role is changed from its early years: “Facebook is a new kind of platform - it’s not a traditional technology company, it’s not a traditional media company, We don’t write the news that people read on the platform, but at the same time also know that we do a lot more than just distribute news and we’re an important part of the public discourse”.

the e-commerce app that will allow users to sell and trade objects. This last news can be interpreted as a strong change of focus from the companies, which is aiming at new markets and territories; an adventure that will be supported also by the introduction of ads on Messenger (Facebook instant messaging ‘s app). Advertisers will now be able to select Messenger as a destination under the website clicks objective and use any call-to-action in their ad, including “Send Message”, to link to Messenger. All clicks on these News Feed ads will directly open up a Messenger thread with a copy of the ad or configurable structured message. Whoever will decide to invest in this communication tool will enjoy an outstanding visibility, in fact, Messenger users send over one billion messages per month! TWITTER Also, Twitter closed 2016 with its CEO Jack Dorsey’s message to the employees, thanked and encouraged with an internal memo. The message was quite strong and ended a year of uncertainties, during which the company’s market share experienced many fluctuations with see-sawing drops and upswings:

Facebook Marketplace

Following this statement, Facebook announced its “Journalism Project” which is going to strengthen links with media. The company will collaborate with news organizations to develop products and will learn from journalists – both locals and international – to create highquality contents, while sharing real information and, above all, dealing with fake news by harnessing fact checking and, potentially, making disputed stories appear lower in users’ news feeds. Zuckerberg’s plans don’t end here. It was launched in late 2016 (and it’s still in beta testing) Facebook Marketplace:


“Twitter is already the fastest place to get information – he said - now it needs to be the first place people check to see what’s happening. The people who use Twitter every day deserve our best. So let’s show them what we’re made of and deliver a better Twitter faster than they thought possible.” The platform’s objective for the new year will be LIVE, meaning being more present and more at its users’ disposal. This will happen thanks to the integration with Periscope (Twitter’s app for live streaming). There will also be more collaboration with newspapers and TV channels to share news and videos directly on the home page. These are the previsions, more or less announced, for the biggest social networks; but the new year is going to bring more news also to other platforms like YouTube. Within the end of the year, the project YouTube Red will be online: it will be a video-on-demand service (now in beta testing in USA,

South Korea, and New Zealand) set to shake up the VoD market, the reign of competitors Netflix and Amazon Prime Video. Lastly, after Microsoft’s acquisition, LinkedIn launched the restyling of its website, together with the addition of new and interesting tools. The job opportunities platform changed its look (definitely more elegant and direct), aiming to the mobile view and contents to expand the network. Among the latest news there is a new Company Page, the LinkedIn Learning tool (internal platform for online training) and LikedIn Lookup, the tool that simplifies the work inside the company, offering the cloud space on which saving and changing shared projects. One last interesting data about social network concerns the time we spend on them. One of the key elements that justify the continuous updating of the platforms, is that the

average user spends – on average – 2 hours and 19 minutes on social media. 2 hours and 19 minutes during which the users gets information, reads, writes, creates and shares with people all over the world. 2 hours and 19 minutes to understand the world, to create groups, to build up competencies and knowledge, but also to have a conversation with influencers, bloggers, and companies. Understanding social network’s strategies and objectives are complicated and often is easier to focus on their entertaining side, categorizing its platforms and users. And yet, behind the instant, informal and constant communication there are rules, habits and well-structured itineraries that are literally revolutionizing our lives. F. Passoni



Who are the (real) Millennials and why we should know them better.


ost people criticize them, everybody seems to know their reality, but still, Millennials are - and will be – the center of market’s and communication’s attention. Also known as Generation Y, Millennial Generation or Next Generation, are those people who were born from the 80’s to the first years of 2000 and that within 2020 will constitute the 25% of Europe and the United States population. Newspapers, websites, social networks and experts expressed their opinion on this consumer segment a few years ago already, but they limited themselves to scrape the surface of a real social world. The change of millennium with its consequent period of worldwide peace and, more importantly, the development of new technologies that allowed new ways of communication, contributed to the creation of new rules and habits that influence the Millennials every day. Usually, the formula associated with the Next Generation is the following: Millennials : Social Network = Internet : Smartphone Inevitably, the web managed to accelerate times and changes of international culture, Millennials are the first


digital natives that can grow up with these tools at their fingertips. There are many people, though, who find many flaws in the attitude of this generation; they say that they’re lazy, always on their smartphones and that they don’t even think about getting a job. Maybe, considering their constant growth – both demographic and as part of the consumers’ market – we should try to start again on the right foot, trying to look at Millennials from a different point of view. Let’s focus, even if just for an article, to go beyond the physiological age. Even because one day, they won’t be Millennials anymore, they will grow up and another generation will take their place. Maybe we won’t be able to define it with a letter of our alphabet, but we’ll have to use a kanji or a symbol… So: who are Millennials? They are young people who look for success – or they create it – through the Internet and new technologies; they are the entrepreneurs of the future, people who, thanks to the web and to their digital attitude, will become tomorrow’s businessmen; they are the ones who thanks to social network made their dreams come true. Did you know that PewDiePie (pseudonym of the Swedish Felix Arvid Ulf Kjellberg) is the highest-paid YouTube Star?


With his 50billion (and counting) subscribers, it is thought that he earns 100 thousand dollars per month, without considering merchandising, books, promotions, products or sponsorships. Last year he also organized a two-days live streaming event together with some other Youtubers, to help the ProductRed project to raise funds to fight AIDS in Africa. They collected more than 200.000$ in a single day. This is just one of the examples of how a tool, YouTube, and the creativity of a person can change things, even if just a little bit. Maybe Millennials are smarter than they look? PewDiePie isn’t the only blooming entrepreneur, leaving out Zuckerberg’s experience with Facebook (he’s too “old” for today’s rhythm of our society), there are plenty of people who have been making the news with their ideas. © Shutterstock: Twin Design

Primo Toys Cubetto -



Forbes magazine published “30 Under the 30s”, a list of profit organizations. Moreover, they promote their works the brightest young entrepreneurs, breakout talents and through crowdfunding platforms and - even if for most change agents in 20 different sectors. Among the ones people is hard to believe – they’re self-motivated. In fact, in Europe, Italy is represented by some interesting guys: Millennials are the main workforce in the United States Saverio Murgia and Luca Nardelli, and they also accept contracts which both in their twenties, are the their parents have never known or Imagine the caveman who invented founders of the AI startup company experimented. the wheel claiming his kids and Eyra and creators of “Horus”, a grandkids are lazy and entitled wearable assistant for blind and Last year’s research by Nielsen, because they ride bikes. visually impaired people. Filippo shows how strong is the influence of Yacob, co-founder of the startup Millennials on many markets such as Primo Toys, invented “Cubetto”, a e-commerce, sharing economy and friendly wooden robot (funded by Kickstarter) that teaches social media. Because they are connected, but not in the kids the basics of computer programming. way we may think: the word “social” for Millennials means being civic, and even if they’re experts on smartphones Many researchers have been trying to understand and social networks, the Next Generation considers “us” Millennials’ behaviors and tastes. Their typical identikit as a group, as a society. For them, networking isn’t just has changed over the years, starting from 1993, when something they do online, but it’s functional to create a the term “Millennial” appeared in the American magazine dialogue, a debate and participation; for them sharing Advertising Age for the first time. It’s not easy to define is a must, and for this reason, they look for products and this international phenomenon, we know that the people of services that go beyond the simple experience of their the Next Generation watch less TV than their parents, they purchase. prefer apps such as Netflix and Amazon Video, they are hyper-connected and also socially involved in many non- Millennials feel like they’re part of a community and they want to have control on the product, that’s why they’re the first to inform themselves online, following bloggers or influencers before buying something. Their mind works constantly and never stops, giving them a strong ability to elaborate and a creativity that leads them towards dynamic, interactive and appealing contents. What about Italy? According to the Eurispes Report on Italy (2017), there are around 11 million Millennials who are changing the digital habits of our country. They are great users of social networks (76%), and they spend an average time of 2 hours and 41minutes a day on their smartphones. However – and here there are some political, geographic and social elements which influence on every younger generation – Millennials seem disenchanted about their future, in fact, 48% of them believe that they’ll need their parents’ support to start a family and 40% states that they believe they won’t retire in the same conditions as their parents. Truth be told, the business world isn’t easy for Italian Millennials. PwC UK’s report “Young Workers Index 2016” confirms that the juvenile unemployment rate in our country is among the highest in Europe (with our 40.1% we are between the last



places of the chart, together with Turkey, Portugal, Spain, and Greece). There would be a lot to say on this matter; in fact, unemployment is only the main critical point amid a series of issues that affect young people, and the brain drain is just the first, and most obvious, of them. Maybe something will change, and the successful Millennials who managed to conquer the market will help their peers; those who can’t find a way out between valueless contracts and a pessimistic consideration of business, where apparently personal achievements seem reachable through digital realities.

We should also say that Millennials care about their job and wish to change for the better. Always according to PwC UK’s report, 49% of them refuses tasks that are against their professional ethics, while no less than 56% excludes companies which don’t work in a sustainable way. They have the strength to evolve intellectually, while their open mindset helps them both in the working sector and in terms of purchases (something that should really interest the market): they ask brands for a continuous evolution, in addition to a more immediate, sincere and tangible contact. Numbers and statistics seem to consider the Y Generation quite differently, and there are many adults who are defending this category, like writer Richie Norton who, talking about Millennials said: “Imagine the caveman who invented the wheel claiming his kids and grandkids are lazy and entitled because they ride bikes. The youth aren’t lazy, they’ve been given technology by previous generations and they know how to leverage it.” In his piece “The 14 Most Destructive Millennial Myths Debunked by Data”, he didn’t impose his thought but used proven data, analysis, and reports. But still, the idea that people have of Millennials

is often negative. Even today they are depicted as lazy, rude and so forth. So much so, that some of them don’t love their category or simply don’t find anything in common. It often happens that, the habit of creating a category, of “inserting” entire generations under the same term, originates misunderstandings and chaos, instead of simplification and immediacy. It innate in human nature to categorize life, it’s something that men do since the dawn of time, when there wasn’t even the idea of the internet and when creating borders was functional to survival. Categorizing relationships is a form of simplification which guided our society towards the future, and yet it’s been a long time since we don’t simplify things and we tend to make associations based on prejudices that end up with dividing people instead of unifying them. Can we still hide behind the idea of evolution to justify this behavior? During 2017 we’ll have new answers and trends, Millennials will be the center of many discussions and will be pursued by the market. In the end, though, day after day, Generation Y will be outdated and replaced by a younger one (have you heard about Generation Z?) and all this…will be sorted out. People say that history repeats, but a wider vision and an eye out to the future will allow us to know each other, and to use our diversities to make the world a better place for the generations that will come; generations who will feel welcomed in a united world. M. De Vivo



For those who seek time.


tephen Covey popularized the concept of a Time Management Matrix for prioritizing by advocating the use of four quadrants that determine:

1) important and urgent items; 2) important, but not urgent items; 3) urgent, but unimportant items and 4) unimportant and also not urgent items. Learning to manage these quadrants and the importance/urgency factors, are between the most requested abilities that companies look in a manager. So here’s a question to see if you got this: how do you manage your time? Are you able to control it, or you let yourself “go with the flow” of things that you have to do, at the exact moment they happen? If your role is merely executive (maybe) you can indulge in the second way, but if you are an entrepreneur or a manager…well probably you saw it yourself, things are decisively different.


So…what now? Is this a piece on time management? Do people still read this stuff? I don’t have the time! Maybe it’s true, but the fact that you kept reading until this page means that you actually have the time, and moreover if you organize your work following what happens during your routine, stopping for approximately other 4 minutes and 30 seconds to gather information about the topic, will help you live better. Maybe you’ll also avoid some problems (that maybe you didn’t even realize). Just to be the most practical, I went to interview two experts, in order to find a tangible life experience that would support the theories so far. I asked Federico Olivati and Laura Beretta, trainers and owners of NOE Formazione, to tell me what’s changed since they moved from being freelancer

TIME MANAGEMENT at least not enough to do something else other than work – which for a long time I found satisfying. I believe that part of our story is written by the events that we can’t control, but I also believe that our life is our responsibility (in the etymological sense of “responseability” meaning the ability to give a response), we can act in a way to guide these events in the direction we want them to go. Sometimes life gives us an opportunity, and we must seize it before it’s too late. The real trouble with time started when a series of circumstances allowed me to dedicate myself exclusively to NOE Formazione. In the beginning, without that stable collaboration I once had, I found myself with much more time on my hands, but then a suspect gradually became a terrible certainty…in this new business, I wasn’t able to manage time efficiently!” This means that what Federico teaches his students actually happened to him in real life?

© Shutterstock:

and managers of their own time to coordinators of more than 40 consultants and collaborators. Federico recounts: “When I was a freelancer I was able to organize my day, after all. Some of my time was dedicated to the preparation of my courses, some other to the supplying of training classes and the remaining time to my selfpromotion, I had to find some companies with which collaborate and to keep myself professionally updated (something that I believe essential, especially in this period). On top of all that, I had a “stable relationship” with an organization which allowed me to have a safe income, so I was relieved, in a way. So in the end, it was a pretty much intense activity that left me with no time on my hands, or

“Yes – says Laura, his business partner. When we started, we found ourselves absorbed in so many things…just to tell you some, we still had to prepare our courses and present our lessons as trainers, but we also had to support our clients in finding their own objectives, so we had to manage new coaching sessions. We couldn’t lose the opportunity to promote our society, so we worked on our social network, we found new partners while kept reassuring everyone that we would keep our top quality and we would continue to create new courses and new training programs. Our first results were catastrophic… we were stressed, and we had the feeling of being always in a hurry, it was hard to seize the day and we couldn’t finish what we started. So we entered a loop where we had to start and stop everything day after day”. An obvious question arises: how did you do? Federico replies: “I decided to stop and organize the confusion I had in my mind, so I started to dedicate more time to understand how to manage time in a better way. So I began from what wasn’t working: 1) Multitasking. For many years I believed that it was useful, so I struggled to acquire and improve this ability



(people also attend courses on this topic), but then some recent discoveries in the neuroscience field, demonstrated that in reality, our brain works in a selective way, switching between singular activities that we believe we do altogether. The risk in proceeding with multitasking? Super high! Most The person who assigns tasks people end up with opening too many must understand his/her “windows” of attention and often collaborators’ “motiv-action” they can’t close them…the outcome? and support them by remembering Everything proceeds badly (and if their shared goal when they seem they are activities of little relevance tired or in difficulty. it’s ok, but if they are important, this is highly counter-productive). 2) Raising the bar of our activities’ difficulty to keep us more focused for a longer time. Another myth to debunk. I understood that people, in order to keep their focus and commitment to what they are doing, need some variation (theories, short movies, practical exercises, and simulations). Our brain, during the same activity, can maintain the attention’s levels for a maximum period of 40/50 minutes, after that, we encounter the inevitable physiological drop of performances. 3) Checklist. The “to do list” can be useful but first, we must set our priorities. Otherwise, we’ll just have a grocery list and the resulting feeling of enfeeblement from doing one thing after another.





The primary concept of the third point introduces my actual advice on time management. 1. Establish you “motiv-action”, meaning the reason behind your act. What is important for you at work? And what is really important for you in life? Which are your values and what do you want to accomplish through the achievement of your goals? Answering these questions will help you find the proper motivation and energy to hold on and proceed during the hard times. 2. Find your objectives. Which goals will allow you to reach what you want? What would you gain, and what would you lose in reaching them?




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3. Make your goals smarter. 4. Learn to micromanage. If you choose to work with collaborators or professionals who are better, or more competent than you (maybe just in terms of specialization) will result profitable both in time and results; moreover, no one will be crushed by the amount of work that has to complete. Be careful – underlines Federico – passing the ball isn’t enough. You need to be sure to give an assignment to the right person for the right task. Before starting to work, you have to dedicate some time to organize both your time and the different requests; you must know who is going to


© Shutterstock: g-stockstudio

do what and when. It is a leadership exercise: the person who assigns tasks must understand his/her collaborators’ “motiv-action” and support them by remembering their shared goal when they seem tired or in difficulty. 5. Manage your own priorities, or better, define them to understand what is worth your time and what isn’t. Enhancing and using the Eisenhower Matrix, also referred to as Urgent-Important Matrix can be useful, and wouldn’t get lost in our smart phones along with all our time-wasting apps and games”. Laura adds one last advice: “Learn to say no after you defined your priorities. Say no to those activities which aren’t in line with the actual objectives. NO to unimportant and not urgent activities that make you think you’re busy and have a real hypnotic power that makes you lose the sense of time. NO to urgent but unimportant things that would probably best to delegate to others”.

in our professional routine. Other ideas and sparks can be found in Stephen R. Covey’s book: The 7 Habits of Highly Effective People. And to those who say that they’ve always done it in a different way – and they managed – I say that is always possible to do better. “The most important thing – ends Federico – is to have the courage to change, without listening to naysayers. Because – as Gandhi used to say - First they ignore you, then they ridicule you, then they fight you, and then you win”. C. Mangime

One last advice – which proved itself particularly effective – on time management, is the one linked to the “blocks” which Federico learned from an Apulian colleague. He suggests dividing one hour into “blocks” with 50 minutes dedicated to an activity, and a break of 10 to rest your mind (it works even better if you can walk and breathe some fresh air). Federico and Laura’s advice can be common, but they are undoubtedly useful to remember and to include, as a rule,


It isn’t just a song…

The Baroncelli Polyptyc, painted by Giotto and Taddeo Gaddi, Santa Croce church in Florence


t isn’t just a song…Music accompanies men’s life since the dawn of time. We see evidence in cave paintings that depict people dancing, it’s a historical constant, different in forms, customs, and purposes. It’s a mix of natural sounds that meets the mind from the first breath, when the fetus hears his mother’s heart, while he’s floating in his amniotic bubble. And before any words, the baby learns to recognize the tribal rhythm of the drums, the same that he’ll listen to while attending a rock concert.

for the checkout. The same thing – but in the opposite way - happens in airports, which are working to keep travelers entertained during long waits by excluding every kind of music. Why? Because it may disturb them, but especially because any announcement or sound could be interpreted as a possible issue, unleashing waves of stress and morbid fears.

Music is something ancestral, and for this reason, always more scientists are studying it, not only as a hobby but as an actual discipline. They evaluate the emotional and cognitive impacts and the changes that it produces in humans’ life.

Sounds and melodies are part of our everyday life. Organized sounds, in particular, can have multiple effects on every one of us. Recent studies proved that our brain activates different areas according to what we’re listening: from the semantic memory to the episodic one; words and memories can definitely influence our humor if stimulated by music.

It is renown that supermarkets use music to increase the sales of some product and to soothe the tension and frustration that arise when people have to wait for too long

Studies confirm that if you work in the creative industry you’ll be more sensitive to music because you’re more open, flexible, and curious. For the same reason, you’ll



be probably very good at picking the perfect song for an event, for a movie, or for a theatrical piece. In addition to the professional point of view, it’s proven that music – when listed carefully – can affect and improve our mood. It seems that listening to a song for just 15 seconds will influence our state of mind and the way we see the world. Just think about a theme park. One of the few places where music is perfectly orchestrated from the moment people walk in until they leave. Many masters of music and psychology recreate the perfect record that will guide the guests throughout their experience in the park. They’ll feel excited on roller coasters and scared in the haunted house, all because of the detailed positioning of notes and tones. Similarly, the directors of big events give musicologists the task to create the manifestation’s live track.

© Shutterstock: zlikovec

They must inspire people to participate, to clap their hands, to dance, to sing, and to understand the contents of the event. These are real social activities that remind us of other, more ancient rituals. Besides the stadium chants, the Haka (traditional war dance from the Māori people) is maybe the most appropriate – and quoted – example of how music and dance can become actual symbols of a society. Music puts us in contact, it creates aggregation, but it can also divide. African tribe’s drums, for example, are played differently if the occasion is a hunt or a war, the same thing happened during the Medieval times, when armies were guided by the sounds of horns and trumpets. What really makes music unique and rich, is the fact that can be expressed and used in many different ways. It helps not feeling alone, it drives experiences, it reunites us with our childhood memories. This is why, in an event, music is as important as the scenography. If you think about it, the 80% of the thrill caused by a horror movie is given by its soundtrack and sound effects. If you play the same movie, or scene, on mute, you’d realize that you won’t feel scared (if not in a minimal part). For a while now, there is a boom in music specialists careers, people work with music for events or TV advertising, and they know, in addition to the harmonic scales, the dynamics linked to psychology, in order to enhance the users’ experience.

Georges Braque, Woman with guitar, 1913



Kapa Haka Indegenous Maori Culture Performance Art, New Zealand -

One of the most famous, and also the undisputed forefather of the noise music (or non-music), is undoubtedly Aphex Twin – or however, you’d wish to call him, given his copious nicknames. He’s an experimenter who, starting from electronic music, managed to create an excellent and unique style. His soundtrack for 1993 Pirelli’s ad is still an uncontested example of how a melody, which is far from the hit charts, can become a must, or a reference point. In a time when marriage seems outdated, the wedding business is being reconsidered. The celebration, in fact, still needs an important soundtrack, and there are still thousands of bands and singers online which define themselves as “experts composers for wedding celebrations”; but in the end, they use melodies and songs that, in time, became actual symbols of the wedding, without adding anything new. There are also some melodies for events which made history. No one would celebrate the success of a team, playing something different from Queen’s success “We



are the Champions”. The well-known, enthralling sound is a typical example of how a song can go beyond its frontiers and become a collective hymn.

consequence, it allows us to develop different models of communication. These theories just prove something that we’ve always felt inside: music is something that moves us deeply, it recalls feelings and sensations, it changes These are all examples of reactions which can be found us. It can influence, in a good or bad way, an event, it also in UCONN’s studies about music, held by Professor can change its course…and that’s why the soundtrack Edward Large and his team from the University of is fundamental, and always more defined. It is also often Connecticut. From some time, integrated with live music, so bands they’ve been exploring how music and artists are called as guest stars What really makes music can communicate feelings to the to underline a special moment, which unique and rich, is the fact that brain, how it can cause reactions will be always remembered as epic. can be expressed and used in many and how can they be guided towards different ways. It helps a given behavior. At first, scientific Some time ago, an Italian singer not feeling alone, it drives literature supposed that music used to say that the music world was experiences, it reunites us with would invoke feelings through only made of “silly songs”, but we our childhood memories. psychological constructs which are know now, that is actually an applied rooted in our psyche thanks to our evolution. science with tangible results. Recent progress, though, presumes that music talks to our brain through a language that we couldn’t even imagine, which is the outcome of our sound perception that comes from our neural systems underlying the brain. This means that music determines behaviors and, as a

F. Mezzo

Concert in a cave during the Træna Festival, Norway - © Shutterstock: Melanie Lemahieu



Are we what we eat? A travel through habits, changes and sustainability.

Š Shutterstock: xamnesiacx


e often talk about how, in the last few years, the world has been living numerous changes. We celebrate the arrival of the internet and its ability to remove physical distance, while everything that is digital becomes part of a revolution which changes economic, social and business trends. But what will happen to our cuisine? Is technology going to bring different culinary cultures together, nurturing the mix of tastes, smells, and nutritional properties? Are we going to prevent food intolerances and help those who suffer? And more importantly: will be finally able to produce and consume what we eat, in a sustainable way? I know, I asked many questions. And all of them need wide and detailed answers. In this article, I’ll try to understand how human nutrition evolved, identifying what are the main changes of the last decades. For example, there are always more people who suffer from food intolerances, why is allergy increasing? A quick research on Google would show how many doctors and scientists publish their studies


Foodora Rider


on this topic, sharing with the world their hypothesis and doubts on a phenomenon which is all but solved. Among the fundamental causes, it is often quoted the usage of pesticides – which, even if in small amounts, adds a series of negative elements to the mix – then comes the smoking, drinking, and of course poor eating habits. For each cause, though, luckily there is a battle going on (or there was). For example, I think we could say goodbye to the old-time gangster who, in the Sixties, smoked cigars while drinking scotch. Of course, this doesn’t mean that cinema and media are interested in our health all of a sudden, but for sure time changed the audience perspective on the topic. Today they’d rather see a nice product placement than a sponsorship of a harmful behavior.

Cary Grant in The Philadelphia Story (1940).

But if alcohol and smoking seem “endangered activities” (even if this is all happening very, very, very slowly) pesticides and unhealthy alimentation are still problems without a solution which inevitably influence on the food’s quality and on citizens’ behavior all around the world. Many

© Shutterstock: oticki



con il contributo di

associations and organizations for the environment are working hard to reach the institutions, with whom they wish to work for a more sustainable planet. The aim is to increase the supervision and revise the limits within accepting chemicals in the industry of agriculture. Regarding our nutrition, especially in Italy, we can identify two main trends on which we’ll hear more during the year. First of all, we’re aware of the fact that we like dining out. At the same time, though, we’re more careful about what we buy, we are for sustainable purchases and there are also many public authorities which are backing up the Italian food industry. The last report from FIPE - Federazione Italiana Pubblici Esercizi (Italian Federation of Bars and Catering) confirms that, in 2016, more than 39 million people ate outside their home; moreover, in-house consumption decreased by 0.3%, a countertrend considering Europe’s increasing value. Another interesting data is the one which concerns the catering network, with the opening of more than 20 thousand new businesses. Unfortunately, though, this growth is linked to a quality drop, especially in the city TM centers where the takeaway enterprises increased by 41.6%, replacing bars (-9.5%). Nevertheless, with our centennial culinary tradition, between the most recent example of culinary “protection”,

i pesci da mettere nel piatto

e qvelli da lasciare in mare

Miniguida per combinare piacere e responsabilità 1 One of Slow Food Italia’s manifest.

there’s the Slow Food association, born in Italy, at Bra (Piedmont). From 1986, the grassroots organization promotes food culture, the respect for the producers and for the environment. In its statute, they also quote their aim to promote biodiversity, local culinary traditions and to promote the food culture, so that the next generations will be more responsible. It is also confirmed that Italians feel really close to the meat-consume matter; vegan citizens increased so much that the phenomenon influenced on the Istat basket: Starting from this year, it includes vegan preparations. From VeganOk observatory emerges another data. Around 3% of the Italian population is vegan (this number triplicated in just one year!). The purchases of red meat have decreased (-5,8%) together with those of cold cuts (-5,3%) while Italians buy more vegan products such as vegetal milk (-19%) soups (+37%) and substitutes for second courses (+27,1%).


These data are extremely important and mark a turnaround that suggests a passage from the simple concept of a “trend” to a real diet, supported and promoted by many people on
















the internet and on television. In fact, we can’t say we don’t We need to get used to this change without forgetting that have enough TV programs where people experiment with consuming meat isn’t the best choice, neither for us or for new vegan and gluten free recipes. There are also many the planet. Maintaining farms, butchering the animals and new chefs who decide to start a new adventure on this path, finding the right chemicals to preserve the meat…is quite becoming the new heroes of what was – until a few years polluting, expensive and harmful. It is a waste of energy and ago – a minority. In the western world – or maybe just in capitals. Italy – veganism and vegetarianism still leave us shocked; not because we are stubborn and we All in all: meat isn’t particularly don’t feel like accepting anything new, sustainable, but still – rightly? – These turnaround suggests but because our culinary tradition is not everyone wants to convert a passage from the simple concept wide and has always been connected to veganism. Sure, we could give of a “trend” to a real diet. to the concept of Mediterranean diet: a chance to cockroaches and an Italian example which the whole grasshoppers, but maybe, among world envy us. all the other opportunities, it could be more reasonable – and accepted – Uma Valeti’s idea, But we have to face the truth, so in 2017 hotels and former cardiologist and founder of Memphis Meats: the restaurants will have to manage, and also to keep up with first company that produces artificial meat. this change. If, until yesterday, a restaurant could propose one vegetarian dish out of three, today it has to increase the In their laboratories in San Francisco, meat is created from offer for these new consumers (without forgetting the long some stem cells of a living animal and then grown in a lab, list of 14 allergens, and maybe even the detail of a product’s until it becomes a real muscular tissue. The main problem origin and source, if the raw material are suitable for those (besides the general skepticism) is the price: as it happens who suffer from a celiac disease, if they are whole or if they in many types of research at their first step, the whole process is very expensive and the costs will be leveled only respect the zero food miles program). if the project will move to an extensive production. If before we could offer a thematic dinner to our clients – fish or meat-based menus – today is paramount asking our So, I’m not sure if in a few years we could (and will) eat clients to tell us possible allergies and habits, working on a “cultivated meat”, finding a compromise between a healthy customized project which is careful to these needs. nutrition and a minimal environmental impact; each attempt is a step forward, but the implications and risks are behind the corner. Dining in restaurants, take away food, care for quality and R&D; despite these different trends, 2017 is going to be the year in which chaos will find its slow, but precise order; bringing to life new necessities and solutions for a worldwide market that affects us deeply.

F. Passoni

Memphis Meats meatball.


CES 2017 The next future.


h, Las Vegas! City of lights, sins, and gamble! Place of thematic hotels and incredible shows, of the Strip and dancing fountains. Las Vegas…destination for shopping, dream racing, bets on life and on the future. This was Las Vegas a few years ago. In the last few years, the city has – at least in part – lost its charm and its transgressive aura, gaining more and more the idea of trade fair zone par excellence. Today, Nevada’s most populated city is a reference point for conferences, conventions and especially cutting-edge exhibition like the CES (Consumer Electronics Show). We’d like to share some numbers of the latest edition: 50,000 industry professionals from some 150 countries, exhibiting companies from 57 countries, 241,000 square foot facility with expositions, installations, demo areas and meeting lounges. We’re very curious to see what’s new in the business, especially to check if some new technology may be applied – in addition to our daily life – to the events’ world. We discovered though, that, as always, the main two areas of interests are the TV and mobile ones. Televisions will soon lose their speakers and external Dolby surrounds systems, in favor of a complex integrated system which – through the screen’s vibrations – will give back a real immersive sound, embracing and direct: what an extraordinary experience! Who knows if soon we’ll see the same during an event, without any speaker and the music coming from a screen…


Surely interesting – even if it’s not brand new – is the electric car by FCA (Chrysler-Fiat group). This concept offers a huge autonomy (more than 400 kilometers as stated by the company) and it boasts many futuristic features: from the opening through facial and vocal recognition system, to the storage of the user’s preferences in terms of lightning, light colors, music and so on. Always in the automotive sector, Mercedes developed a new system that involves a drone –placed on the top of a van - which can proceed with deliveries without troubling the driver, while BMW presented its HoloActive Touch, proving how holograms are actually a renowned technology also regarding the possibility to see the car’s information outside a screen. This technology is becoming something usual in the world of events, both for the scenery and impact on the audience. Moreover, it can offer a new solution to the obstacle of human/robot interaction. The last news regarding the automotive industry is linked to Audi and Ford’s models that can drive themselves. Totally automatic, they can recognize the road thanks to specific sensors and cameras which allow them to keep the safe distance from cars, pedestrians, and obstacles. Through a complex neural system, the German car can actually simulate the learning process of a human brain for a specific application: learning how to park by making attempts over attempts. The real problem linked to the distribution of an independent car is only ethical, and we

CES 2017

still have to solve it. Ford also presented – in collaboration with Gorilla Glass - a lighter and more resistant car which has many layers of shockproof glasses (the same of our smartphones) which are also very light. We could see this technology during an event, too. For example for the screens on stage!

These are the news which we believe may be applied during an event. Of course, there was also a huge space dedicated to smartphones, but we won’t discuss it here since it would lead us to a different path. Anyway, after seeing these new products, I started to wonder what happens behind the scenes of this marketingdriven world.

Talking about personal mobility, the company Ninebot presented an interesting solution called Mini Pro Robot. A robot that is as agile as any hover board and self-balancing, And so my question is: “how much of this technology will become an actual reality?” I mean, it can move people inside the city, or how many of these things actually during an event. Some numbers of the latest made it to the market, and how many edition: 50,000 industry were just a fantasy, or a passing fancy There are many interesting news professionals from some 150 to show up, without any economical also from the wearable technology, countries, exhibiting companies support or planning? a business that is rapidly growing from 57 countries, 241,000 square thanks to the massive share of foot facility with expositions, We witnessed many “bubbles” information. installations, demo areas exploding during the years, even if and meeting lounges. they were presented as the best Casio’s watches, for example, can promises of their field. I’m talking receive information and people’s location, they also include a compass, and the resistance is about Blu-ray Discs, just to make an example. With their memory of 200gigabytes – more or less 40 times more guaranteed by their military certification. capacious than a normal DVD – they should’ve been ruled The Japanese company also presented a news in the the market. field of video projections; it’s a small camera system that allows people to project on any wall. The camera captures On the contrary…we know how it ended, and how much the image to properly set up. It analyses the surface and effort people put into this project which reached its climax eliminates any imperfection so that it appears just like if to die a few years later, killed by unsustainable production costs. you were using a white screen.


CES 2017

LG OLED TV display (

Jen-Hsun Huang (


CES 2017

What about the television 3D system? They seemed the state of the art, and in fact, no one seems to go past them. There are some limits which aren’t just technological, but much more “human”. To see in 3D we need special glasses, an expensive TV, and especially you don’t have to eat too much, or you’d feel seasick! It’s a bit the same with the Google Glass or VR devices. They were supposed to invade our homes and lives, but they disappeared… I don’t want to play the part of the prophet, I don’t want to be like Darryl F. Zanuck, President of the 20th Century Fox who, in 1946, stated that “television won’t last because people will soon get tired of staring at a plywood box every night”. But for sure, I invite everyone – especially those who live for technology – to look at technology with a careful and curious mindset, and to learn what will be our future; how we’ll be able to amaze in the long term. G. Merini

New concept car (

BMW HoloActive Touch System (



Behind the scenes!


he lights are out, the audience leaves the building. The event is over, after many laughs, moments of enjoyment, music, and entertainment.

There’s a strange energy in the air, it keeps the speakers warm and brings a twinkle to the eye; it’s the same that gives you goosebumps when you realize that is all over. It’s like when you leave the movies after watching a great film, you go back to your everyday life, and yet, when you reach your car in the silence of the night, that memory is still there, and you smile while you start the car and go home, richer and “older” than before. This is what happens after a great event, at the end of one or more days of activities, meetings, and recreation. People thank the salespeople who managed the project and the creative teams who gave birth to the event’s concept…but how many of you actually know the work that is done behind the scenes?


How many of you can say you honestly have the idea of the planning and severe timing that must be respected before and during the organization of an event? Who knows the professionals that work in every single step of production? Some say that they’re some mythological creatures, silent, careful and always on time. They work in the shadows of a stage and move smoothly among the direction panels… but actually, there’s more behind the realization of an event. First of all, passion and professionalism, like the one that lives in Massimo and Valerio, two people whom we esteem and respect for their ability to bring life to an idea written on a piece of paper, for their talent in creating something that was only thought, for their strong will to get “their hands dirty” during the event, where they stay until the end. They are two real experts. One is a new entry in the SINERGIE world (but he’s been working in this market for many years, and he’s well-known in the world of events),


the front line as producer. It was a complicated challenge that needed a real tangible and professional management. So, 2017? It’s the year of my professional “marriage” with SINERGIE: an agency of hardworking people who, with their devotion and modesty sign tons of successes. Valerio Hello, everyone! Last year was full of important assignments, it was without a doubt very intense and satisfying. I will definitely remember 2016, for my professional achievements but especially for a personal milestone; in fact, I realized the most important “production” of my life: my daughter Matilde. From last year I take the experience – which is never enough –the same motivation to do things better, the same passion and energy. For this year…I just wish for the best, that’s it. Tell us about yourselves, where are you from? What do you do? But most importantly…where are you going?

the other shaped the agency’s successes thanks to his experience and expertise. Massimo Babini and Valerio Brusa are respectively Head of Production and Production Manager in SINERGIE Live Communication’s Event Division. They are two fundamental pillars and masters of production, two professionals, and colleagues who are getting ready to manage a new year of exciting works. Good to see you again, guys. How was your 2016? What are you taking with you from last year and what do you hope to find in the new one? Massimo For me, 2016 was the year of change: I was the business partner of an agency that I left for SINERGIE, and I took the responsibility of an important role; it’s quite challenging but also very exciting. This was also the year of demanding projects such as the Market Sound, for which I worked on

Massimo I was born in Sicily, in the city of Catania and I can proudly say that I’m an adopted Milanese. Milan is the city that allowed me to realize my dreams and to grow professionally. It’s the place where I live, where I have my closest friends and where I cultivate my interests apart from work. It’s a very exciting city which welcomed me with open arms. Where am I going? Nowhere. I’m fine here. When I have the chance I fly back to Sicily, it is a land with which I have a very intimate bond. Valerio I come from a small town in the province of Varese, but I’ve always felt a bit like a wanderer. I spent some years in the South, following my dad, then I attended the University of Bologna and I ended up in Milan, where I could realize my dream…yes, my dream: I’ve always wanted to do this job! So I go on like this, I’m happy where I am and with who I am.



Which was last year’s toughest challenge? Massimo As I said, Market Sound’s executive production; it was hard to face an actual entertaining company with its own organization and a complex organizational chart… everything had to be managed with diplomacy. Valerio Every project has its challenges, every performance its traps. We have to face them with the same care and synergy, only in this way we can contain the unexpected and build a memorable event. If I have to mention one event, in particular, I’d say that the one I organized for Medtronic at the Del Verme theater and Hangar Bicocca exhibition area was very complicated! Your role is played “behind the scenes”, do you feel like superheroes? What do you love about your job and what are the main difficulties that you encounter more frequently? (don’t worry, you can let off steam with us…) Massimo I really enjoy the behind-the-scene thing and its camaraderie. The people from production live for longer or shorter periods in symbiosis, and when we close a project it’s always quite moving. The main difficulties on the job? They’re part of the game and make our job very lively (sometimes even too lively…).



Valerio Back Stage! This term still fascinates and excites me even after many years, and after many “scenes”. Our business is frenetic and energetic, it’s a place where superheroes wouldn’t last long. About my job, I love the discussion, the debates, finding alternatives together with a group of professionals who give their 100% for a unique result. Difficulties are very common in our sector, and they help us to find always more solutions, which is the main objective of our work.

always forget something. I often deal personally with the production’s offices décor, it’s not in my care usually, but I can’t help it! I really love it, maybe when I grow up I’ll be in charge of the dressing room…

Do you have any kind of ritual before the beginning of an event?

We greet our guys with a smile, and with the consciousness that it’s thanks to these professionals that we’ll understand and know better the work and commitment behind the world of events.

Massimo Yes, I prepare my backpack with an obsessive care: I can’t leave out my working gadgets! Unfortunately, I don’t put the same energy into the organization of my suitcase…I

Valerio Before I leave, I print the planimetry, the layouts and the production plan that I rigorously hang on the wall of the production office. My actual ritual it’s top secret, I can’t share it… because I’m superstitious!

F. Passoni

Medtronic Event @ Hangar Bicocca



Hotel business, quality, and investments. Three keywords for Italy’s bet on tourism.

Part of the Italian economy is based on an important pillar: tourism. The country’s invaluable historical, cultural and culinary heritage made it famous all over the world, always attracting tourists who, with time, became more and more demanding and careful about the environment and the buildings in which they’re staying. Today, the hotel’s concept is quite different from the old idea of an anonymous building, exclusively used to rest after a long journey. The accommodation is becoming more and more important, it isn’t a detail anymore, but a box full of memories and experiences; it is a real destination which, through its services, draws the attention of big investors who decide to bet on the Italian peninsula.

were the center of our world - because they are – and we pamper them with care and attentions, surrounded by the beauty of art and nature. In Tuscany, our three resorts (Fonteverde, Bagni di Pisa, Grotta Giusti) were designed as noble thermal residences. They are true gems in terms of architectures and history, built on natural springs in some of the most beautiful areas of the region, like the Val d’Orcia, the hills which embrace Pisa and Valdinievole. In Sardinia, our Chia Laguna is located on one of the most spectacular parts of Sardinia’s coast, with a breath-taking view of the sea and lagoon, with white-sand dunes fronting crystal clear waters. The main elements which unify our hotels and resorts are excellence, quality, and elegance. These are the characteristics that we consider in our criterion.

Always more investment management companies seem willing to choose the Italian hotel industry to become partners with the hospitality management, which they help with the renovation and reorganization activities. Tourism creates both relevant and numerous job opportunities and adds value to our country. We discussed this topic with Roberto Micciulli, M.D. at Italian Hospitality Collection, the Italian hotel chain which shows the excellence of Made in Italy in its resorts such as the Chia Laguna in Sardinia, and the renown thermal destinations of Fonteverde, Bagni di Pisa and Grotta Giusti, all three in Tuscany. How did you choose your resorts? And what is the company’s objective? At Italian Hospitality Collection, we can count on excellent hotels, resorts and spa which were selected for their beauty, their story, and their enchanting territory. Those who choose Italian Hospitality Collection will live a great hospitality experience distinguished by warmth, generosity, and passion. We treat our guests as they


Roberto Micciulli


I strongly believe that the Italian product is fantastic, I’d even say that it’s unique, but unfortunately, it is often unappreciated. Italian Hospitality Collection’s objective is to present the Italian excellence to the world. Today you are based mainly in Sardinia and Tuscany. Do you plan any new opening in other regions?

we do so according to our strategy, aiming at becoming completely independent from leisure tourism. In the last years, we found a great opportunity in the sports world; we organize international events which resulted in a great visibility and occupation of our hotels. Talking about “Hard times”, how much does a seasonal closure influence a group like Italian Hospitality Collection?

The accommodation Yes, in 2018 we’re going to open a new isn’t a detail anymore, hotel in Courmayeur. The location will but a box full of memories be perfect, just a few meters from The seasonal closure must be and experiences. the pedestrian area and from the ski considered while planning the area. It will be a wonderful 5 stars enterprise’s activities, that’s for sure. hotel, with 86 rooms between suites, In our situation, we have our Chia junior suites and traditional rooms, 2 restaurants and Laguna resort in Sardinia which closed on last November many services. To us, Courmayeur is an excellent starting and will open again in March. Keeping a hotel closed point to work in an important region such as Valle D’Aosta; implies a series of fixed costs without earnings, because an exceptional area full of potential. we still have management expenses, so the more you can keep your hotel open and extend the tourism season, the We could say that you cover “from the sea to the more you can invoice and cover fixed costs. Just think mountains”! about our employees, in Sardinia, we have more than 400 people during high season, and in Tuscany, we have 300. Exactly. Moreover, we are considering some new Promising a long and regular contract to our staff gives opportunities in other regions, where we’re going to them a financial security, in addition to the fact that it will identify some sustainable hotels; because we’re aware that probably make them want to work again with us. one of the main difficulties for the tourism entrepreneur is to manage hotels during low season. We’re also thinking With their presence, hotel facilities can often keep a about some other buildings in the city or in luxurious whole territory alive. How do you find the relationship locations. between hotel chains and institutions? Italian Hospitality Collection presents itself also to companies that organize events. How much does the event world influence your budget, in respect to pure tourism? To us, event companies are fundamental – as I think they are for any other facility that offers meeting rooms. Why? Because during the canonical period of July-August is always easier to entirely book the hotel; the real problem arises during the low season, and that’s when the MICE department becomes crucial to our business. If you’re not good, and you don’t have a management department which deals with finding new customers and making business agreements with event companies, it is hard to guarantee a full booking of the building for the entire year. In Italian Hospitality we’re focused on intercepting new business and approaching new markets,

All our facilities are perfectly integrated with the territory, and in time they’ve become important partners to many local administrations. Sometimes, though, I have the feeling that in Italy we still have to consider tourism as a national topic. We are lucky to have some of the most beautiful places in the world, we’re the first country in terms of art, culture, food and fashion, but everything seems to “go with the flow” and there isn’t enough attention on this subject. An interested government could work better, and more, for the tourism business, supporting the synergy and collaboration between the many hotel chains and groups. Our politics could also work on a subsidy for seasonal hotels, recognizing a financial aid to those companies that decide to organize their events in Italy. Switching our focus on investments, why, in your opinion, a financial entity could see an opportunity in our hospitality market?



© Shutterstock: REDPIXEL.PL



© Shutterstock: Maciej Czekajewski

Many Real Estate investment trusts are realizing that tourism is important. With their financial operations are contributing to creating the proper solidity that allows entrepreneurs to improve their facilities. We should also consider our historical period, in fact, today Italy’s considered as a “safe country” in respect to other destinations that are threatened by international terrorism. I think that the funds that are investing in this business could represent tourism lifeblood by supporting its growth. The other opportunity to improve a business can be a merger with another; it would help to increase the income, the value and the offer of one or more companies. Would IHC consider the alternative of a merger? Here in Italy, we had the occasion to create strong relationships with important groups, together with the opportunity to invest in high-level products. Having an investment trust backing you up opens a wide range of activities. In this business, a merger could contribute to create value and make a company grow. Right now we aren’t considering this eventuality, but we’ll see in the future. So, what are your plans for 2017? At the moment we’re working on Grotta Giusti reopening event dated 9th March. The resort will be fully renovated: rooms, bars, and restaurant. In Sardinia, we’re dealing with the Baia Hotel launch event, expected for next May; the building will be located on a breath-taking hill on the Chia sea. Eventually, we’ll close the Courmayeur project. To this day, your offer doesn’t include hotels in the city, are they going to be a possibility in the next year? We evaluated some opportunities, but today we’d rather focus on the leisure-sea-family-spa concept and corporatemice events, which represent our core business. Italian Hospitality Collection was born two years ago, and in this time we made great strides. There is still a long way to go, but knowing that we managed to bring our facilities to the top is a great satisfaction, besides being another reason to keep doing our best. We heard an interesting point of view, from a distinguished professional who bets a lot, if not all, on the Italian territory and on the excellences that our country can offer to the international market. M. De Vivo

© Shutterstock: Ditty_about_summer



MICE NEWS The “albergo diffuso”, is an innovative concept of hospitality that is almost impossible to translate literally in English. The “widespread hotel” or “virtual hotel” was launched in Italy to answer the need of rebuilding and using many old houses that were left empty after the Friuli Venezia Giulia’s earthquake in 1976. With the collected funds, people started to transform the buildings into touristic structures, and in the last years they draw more and more attention from companies and media. The locations with the “alberghi diffusi” are perfect for meetings, team building activities for discovering new towns, villages and nature. Moreover, the attentive care for the environment and zero food miles programs make this offer stand out from the rest. The difference between an “albergo diffuso” and an average hotel is its horizontal structure: the lodgings are placed along the streets of the residential area, with the only central units of the reception and breakfast hall. Giancarlo dall’Ara – consultant and president of the National Association of Alberghi diffusi – defines this concept as “a little bit like home, and a little bit like an hotel”, proving the great success of this “product” 100% Made in Italy. The idea won three important international prizes for tourism and was presented as a successful

Hotellerie de Mascognaz, Val d’Aosta -


business model by important magazines and newspapers like the National Geographic and the New York Times. The progressive and constant diffusion of the “albergo diffuso” was possible thanks to a wider touristic request for sustainable contents and locations. People don’t use the hotels just as a base camp for their trips anymore, they are more responsible and have more care for the topics related to a country’s history and nature. The main location for an albergo diffuso is an old town center, a small city, or a rural village, even if we can’t exclude the opportunity of its presence in a urbanized context. The albergo diffuso’s concept is well-known in Italy. Let’s see some examples together, starting from the first building: the albergo diffuso Sauris (province of Udine), in the heart of Friulian Alps. The credit for the success of this innovative project goes to the citizens of Sauris, who – after the Seventies’ earthquake – decided to rebuild this wonderful place, giving evidence of their entrepreneurial spirit and collective strength. Thanks to the hotel’s construction, it was possible to recover stables, barns and residences, which were turned into accommodating buildings. Here, each guest will find a real alpine hospitality and environment: shingle roofs in larch, wood balconies and stone walls built with the “block bau” technique (log cabin). The heating of stoves and fireplaces is ecological, but the real treat is that breakfast is served every morning in nice wicker baskets left on the front door of each building, full of typical food and exclusively Km0. It is also possible to organize social and cultural events such as cooking classes.

Gargonza Castle, Monte San Savino -

On the other side of the Alps, we find the Hotellerie de Mascognaz, a luxurious village in Val D’Aosta. With 8 suites distributed in 7 chalets belonging to a homestead of the XVII century, the building is located 4 kilometers from the ski resort of Champoluc. The rustic-chic bedrooms are built in wood and stone, each one of them has a fireplace, TV, and free WiFi. Some chalets, instead, have a bed in the loft, a hot tub and a balcony; moreover, the hotel offers two welcoming dining rooms and a bar, in addition to a spa with a covered pool, a sauna and hammam, and a well-equipped meeting room. In Central Italy, located on the top of a hill between Arezzo and Siena, there’s the Castle of Gargonza, an hamlet in the heart of Tuscany that offers accommodation surrounded by Val di Chiana and 500 hectares of forest. The different buildings are distributed in the entire hamlet, and it’s possible to have both the fireplace and view on the valley. The old walls of this medieval structure enclose an outdoor pool, some private gardens, a conference room, and the churches of Saints Tiburzio and Susanna. The local restaurant, the “Torre di Gargonza” is open every day and its cuisine consists of authentic traditional Tuscan dishes In South of Italy the “alberghi diffusi” are growing more and more.

We’d like to mention one, because it just opened: it’s the Garibaldi Hotels, that enters in the business of historic abode houses and “alberghi diffusi”. After the recent acquisition of “19 Resorts in Santa Cesarea Terme”, starting from this year, the Apulian hotel chain will manage an “albergo diffuso” inside Carovigno’s city center, in province of Brindisi. The management promises to develop a brand and a business model which will be used also in other old towns of the Valle D’Itria. At the same time, the company is working on the reinforcement of Apulian products, in particular of the “Campoverde Village”; in the heart of Salento, where they estimate to end the renovation process in order to adjust the standards to those of the best villages of the coast. Even important cities such as Milano are welcoming the philosophy of the “albergo diffuso”. An example of this new business is the “Italian Way”; the luxurious guesthouse that, to a clientele composed by 70% of international businessmen, offers full-optional apartments for short stays. They have all possible services, including a personal trainer, personal shopper, private chef, entertainment and Spa treatments.



© Shutterstock: AWL Images Ltd


Very close to Italy, Slovenia is just one hour far from the border with Friuli Venezia Giulia. It is a quite low cost destination and a people-friendly country; it is, in fact, smaller than the Lombardy region, and in just 4 hours people can go from north to south and visit it entirely. Its cities are fascinating and easy to be visited by foot; they are rich in historic sites and green hills dotted with fabled castles. Its natural beauties like the woods, – Slovenia is the third country in Europe for density of woodland – rivers, and national parks, are the perfect spots to practice outdoor sports according to the season: trekking, skiing, canyoning, rafting and cycling. Slovenia’s hot springs make it the perfect destination for a weekend in relax, while those who love horses can go to Lipica and visit the city’s stud farm, a majestic breed that was born right on this land. Definitely worth a try also the local food, like cheeses, yoghurt, the “belokranjska pogaca” (flat bread), the ćevapčići, soups, wines such the Malvasia or Refosco, together with the excellent meat and the “happy” seabass from the Fonda fish farm.


© Shutterstock: Marco Saracco

© Shutterstock: Gaspar Janos




Istria – Croatia’s part closer to Italy – is a gorgeous heart-shaped peninsula at the head of the Adriatic, just one hour from Trieste. It is a land of a thousand colors: red, like its terrain, the Istrian wine and its sunsets on the sea; grey like the stone-cities; green like its forests, fields and hills, and blue like its crystal clear sea. We found some curiosities about this place, together with some small, big gem that we suggest you to visit. The kravatska The first ones who started to use the necktie as an ornamental accessory were French, whom took this sort of handkerchief from the Croatian mercenaries who used to wear it during the Thirty Years’ War (1618-1648). The “kravatska” was a linen scarf that had a very romantic significance: it was, in fact, the gift from mothers, wives and lovers of the soldiers who left for the war. Tied around their necks it was the symbol of true love and loyalty. Pirano One of the most photogenic cities in the Mediterranean. Pirano kept its incomparable charm over the centuries; the sea embraces the land while the history behind the city’s architecture creates an incredible scenario. People who come here have the feeling of walking inside a painting;

everything has its own color and place in the city and in the memories of those who visit it. From its narrow streets inside the ancient wall, to the main square where there’s the statue of the most important person in Pirano (composer and violinist Giuseppe Tartini), to the city peer, next to the fishermen. Brijuni Cretaceous Park Brijuni archipelago is a national park famous for its natural wonders. On the major island, scientists have found more than 200 dinosaur footprints that go back to the Cretaceous period (from where the park gets its name). The minor island of Brijuni is well-known for the impressive fortress where, in summer, many events and cultural representations are held. Cuisine and culinary tradition In blue Istria’s cuisine, the protagonists are fish, crustacean and shellfish. Green Istria’s is, instead, famous for the great delicacies with asparagus and truffles. What unites the two locations are the excellent wines like the Malvasia, the Terrano, Momiano’s Muscat and Parenzo’s pink Muscat. Don’t miss the San Servolo – istrian’s beer – the grappa and Pinguente’s jam. Among the most famous Istrian dishes there are: fresh pasta, cured ham and goat cheese.





SAN CLEMENTE PALACE KEMPINSKI, VENICE San Clemente Palace Kempinski – part of Leading Hotels of the World – is an exclusive location on a private, only a few minutes away by complimentary boat from Piazza San Marco. The building is a unique combination of internal and external spaces, the perfect solution for special events. Previously, this luxury hotel was: the Camaldolesi monastery (from 1645 to 1810), an hospital until 1992, and finally in 2003 was converted in hotel and given to the Kempinski management. The charm of the old monastery is an invitation to a place where time and space have no meaning, where there are only beautiful gardens, ancient internal courtyards and the historical San Clemente’s church. In each of the 190 rooms and suites, people can enjoy their stay in complete privacy and tranquility, while three restaurants offer Italian and Venetian specialties. Moreover, there are tennis and golf courts, one outdoor pool and Spa treatments. There are meeting halls that can host from 25 to 300 people; gardens have a building that can host up to 500 people.

KEMPINSKI HOTEL ADRIATIC, ISTRIA CROATIA Located at just 45 kilometers from Trieste and 2 hours and a half by catamaran from Venice, the Kempinski Hotel Adriatic is the first five-star luxury seaside Golf&Spa. This cutting-edge hotel features 186 rooms and suites from 41 to 260sq m surrounded by the beautiful Mediterranean atmosphere . Close to a private beach, the hotel offers a 3.000 sq m relaxing spa, with: Greek-roman baths and six cabins for treatments, in addition to a tepidarium, calidarium, laconium and an internal heated pool, the hamman, the sauna – both Finnish and infrared – a steam bath, ice room and fitness room. The structure has two restaurants: the Diana, the most classy; and the Kanova – which overlooks the sea - more modern and with typical Istrian food. There are also three bars next to the lobby, at the poolside and on the beach. For practicing sports, there are four courts for playing tennis, volleyball and basketball. There is also a golf court. Seven meeting rooms from 30 to 300 sqm can host a maximum of 250 people; while Silvium is a glass space for gala dinners, with a view on the beach.

KEMPINSKI PALACE PORTOROZ, ISTRIA SLOVENIA In the high venetian Istria there is the Kempinski Palace Portoroz, an hotel that for more than 100 years played an important role on the city’s lifestyle. The building’s architecture is a mix of Art Nouveau, Bauhaus and Art Deco, with references to the Viennese history and modern design. After many events that led to its closure, renewal and embellishment, in 1980 the hotel was proclaimed “cultural monument in the Municipality of Piran”, a medieval city a few kilometers from Portoroz. The hotel is located at the center of Portorose and has an exceptional view of the peninsula’s promenade on the Adriatic Sea. The hotel boasts 164 rooms and 17 suites and is open the whole year, except in February. The Kempinski Rose Spa, situated on 1500 sqm, offers ten cabins for treatments, steam bath, Finnish and infrared sauna. The hotel offers has also six meeting rooms and a unique ballroom: the Crystal Hall Ballroom of 275sqm. The contiguous Crystal terrace of 300sqm is perfect for gala dinners. The park in front of the hotel is a great solution for cocktail parties and receptions. The hotel counts two restaurants - Fleur De Sel and Sophia - and four bars. People say that back in the “Viennese” times, men and women used to gather after dinner in the Ladies Saloon and in the Gentlemen’s Saloon to drink tea and discuss politics. Among the plus that characterize the hotel, we advise the Casino, together with the lively street for shopping. M. Saccenti







Against everyone.


ear friend, I’m writing you so that I’ll distract myself a bit…” sang Lucio Dalla back in 1979. In his song, he imagined 3 Christmases, parties all year, married priests and above all, bags next to the windows and uncertainties about the future. It was 38 years ago, but the song is still relevant, especially today at the dawn of 2017: a year full of fears and concerns. We don’t feel scared because it started on a Friday 13th – it couldn’t be worse - but because it comes after another one which demolished the confidence of many captains obvious who were fond of politically correct. So, the question for 2017 is: what should we expect now? Well… anything and everything. If we were by the sea, whether if we were brave commanders or reckless pirates, we should be ready to improvise. Because the forecast is destined to change one more time; this is the only thing we can take for granted. And what’s more beautiful is to see those solons who believe they know everything


© Shutterstock: lafoto (sx), Ollyy (dx)


nal stage, some others send Facebook Friend requests to their bosses just to flatter them in a style that reminds me of the Italian comedy “Fantozzi”… ”Oh, Mr. Director, your lunch looks delicious! Who knows how tasty is the soup cooked just for you by that starred chef…I can only eat my supermarket’s hodgepodge while sitting on my sofa, wearing a lousy t-shirt. about economy, politics, and communication, gasping for some answers. It’s kinda cathartic. They, who Oh, Mr. Director, only you can see the whole picture, used to judge and influence, today are sensing the air, you’re so forward-looking about the market’s trend, while looking for that winning breeze, hoping that – in case my salary is still the same from years. I understand your they’re wrong – the world would indulge, or at least forget troubles with flying from Tokyo to Milan to Los Angeles, about their predictions. Their real problem is that they’re just to play golf on different courses.” And in the meantime, dealing with a new generation, the that poor creature is dreaming of same that communicates with a spending his summer in Rimini or So, the question for 2017 is: tweet, that broadcasts its own TV Ventimiglia. what should we expect now? Well… show, that changes the rules with anything and everything. If we were There’s no more difference. People a Facebook post and rakes up likes by the sea, whether if we were brave look for others’ approval and want as a poll, instead of paying for a commanders or reckless pirates, to emulate false idols. There’s a high market research. A generation we should be ready to improvise. expectation on a future that is built that undermined the power from with words and proven wrong by the inside, that has a new notion of itself, that acquires leadership by publishing a picture and facts; that’s why we hide in the virtual world looking for an answer that isn’t there. Certainties are gone and we feel mobilizes people with a group chat. like in a world where somebody swapped North and South, And, to make things worse, today the internet is like a without even telling us. pirate ship that doesn’t even have a flag that identifies it. There are too many fake news, “alternative facts” and 2017 is the year of uncertainty, based on an unstable and hidden realities. Some people live the web as their perso- fragile balance. It’s been happening for some years now,



both in politics and in music, entertainment, and economics. The latter sector, in particular, has become part of the showbiz, with capitalists and bankers who clog television with advice on the future, while talking about scenarios that they pretend to know just to grant themselves a seat in the Parliament. It is the time of the unexpected, of leaders with an apparent low charisma but that can ride the popular sentiment. It’s the time of strong people, “strong” just because they are an alternative to the present status, but not actually gifted with great ideas.

at addressing the problem, but not as good to find the solution. Communication started the year in the attack, ending today in defense, in a challenge to the last word. Where is 2017 leading us? We don’t know. For sure we’ll see the attacks that we’re used to see, in a brawl that doesn’t even make a headline; where the news isn’t the pursuit of truth anymore, but the pursuit of a title that would last longer in the world of the internet. We’ll witness a foul information, a taste for going against Trump, independently from what he says, just because he’s the modern devil with the horns and orange hair.

This 2017 is more complicated than a horoscope; a prophecy that is more dangerous than a trip to Mars. We know the problems there, here we have no idea. Sometimes there’s seem to be a trend, and someone improvises or leaves to follow a path full of obstacles. In another song called “Futura”, Lucio Dalla asked himself: “Who knows, tomorrow, in what we’ll put our hands, if you could still count the waves of the sea and raise your head… will be born and will not have fear, our son and who knows how he’ll be tomorrow, and on which roads will walk”. I believe that these questions are consisted and reasonable even in 2017. Because to manage a communication plan, to define marketing strategies, to identify new products, people need to understand the target’s objective and desire. Over the years, words have changed to something unclear and this process will save once again the sociologists of the obvious. Mixing statements, transforming their sense to justify the essay or the lesson once everything has happened. How did this happen? Well, we didn’t listen to the real world. Because, in a moment where everything seems outdated just a few seconds after being posted online, there’s always more need for a tangible life to hold on to. There’s the physical need for a real discussion, for a shared truth, for a word that “frames our shapeless spirit on all sides, and proclaims in letters of fire to shine like a lone crocus in a dusty field” as Eugenio Montale used to write. This is the solution to overcome mediocrity and uncertainty. To evolve, to communicate, we must know what we want and where we want to go all the time. We’re so good


Where is 2017 leading us? We don’t know. For sure we’ll see the attacks that we’re used to see, in a brawl that doesn’t even make a headline; where the news isn’t the pursuit of truth anymore, but the pursuit of a title that would last longer in the world of the internet.


We’ll helplessly see an information in which data are manipulated and used against us, in which we’ll pretend to be surprised by what is happening (like the Brexit’s outcome or the Italian’s and American’s elections). We’ll define all this as the “black swan”, denying to approving an idea from the start without knowing it well. Id’ rather think that there’s a bigger manipulative willpower instead of a real inability to interpret things. But in the end, also this year will pass by, and the great changes will be seen as little.

And I think we won’t recognize the evolution, because the world advances silently and constantly, while we ask ourselves if we stopped moving. …Who knows, tomorrow, in what we’ll put our hands… maybe it won’t be something bad. Because in spite of the apparent general negativity, I believe in human’s thoughtfulness and reasoning. And I like to end this piece as I started, quoting an artist that gives me hope, Dalla: “let’s wait tomorrow, without fear”. Because in spite of our previsions, tomorrow will come. F. Mezzo


Magazine di comunicazione, eventi, incentive, marketing.

Managing Editor Publisher SG Srl P. IVA 09005800967 Offices and Editorial Staff P.le Giulio Cesare, 14 - 20145 Milano Tel: +39 02 83450000 - Fax: +39 02 83450150 Year 3 - NUMBER TEN - February 2017 Aut. Tribunale MI nr. 140 Printer Jona Srl Via Enrico De Nicola, 2 A/B 20037 Paderno Dugnano (MI)

Fabrizio Mezzo Editor in Chief Silvia Arosio In Redazione Francesca Passoni Mario Saccenti Collaborators Carlo Mangime Giosuè Merini Monica De Vivo Art Direction Greta Tremolada

MarCom Division Sinergie Group

Translated by Francesca Passoni Sales, Promotion and Advertising Manager Davide Verdesca Went to press on 24th February 2017




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