International expansion. On the eve of World War II, Generali had reached its maximum international expansion, as clearly indicated in the above map. Opportunities for expansion came with the Italian colonial adventure in eastern Africa. The Italian conquests inspired highly original advertising campaigns, such as the brochures entitled I risparmi di Faccetta nera, below (literally: Little Black Face’s savings), written by Orio Vergani. On the right, the Generali agency in Addis Ababa, in Abyssinia.
land property by over 5,000 hectares. The constant and rapid growth of business, organisation and assets was matched not only by an upgrading of administrative and managerial structures, but also by greater investments in technology, which was beginning to develop in those years. Already in the early Thirties, a “pilot� automated device had been utilised for the calculation of mathematical reserves. This first, successful experiment led the Company to set up an electromechanical accounting unit, equipped with Hollerith tabulating machines, supporting the central accounting department and fulfilling the technical needs of the various lines of business. Giuseppe Volpi di Misurata. In 1938, Giuseppe Volpi di Misurata was appointed chairman of the Company. Born in Venice, Volpi di Misurata started his career as an entrepreneur in international trade, energy and industry, after which he held a number of significant public posts: Governor of Tripolitania (whose high uniform he is wearing in the portrait on the left), Senator and Finance Minister.
1931-1940
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