Content Marketing and Italy

Just few weeks ago I started a new collaboration with The Story Group/Lifonti & Company, an Italian agency who is literally paying a lot of attention at the content marketing space. I will support them and run their content marketing efforts in Italy. At the same time this collaboration will give me the opportunity to closely look at the country from a digital marketing perspective.

Had the opportunity to chat with many people in the last several weeks and the feeling is that interest for content marketing in Italy is rapidly growing. At least, this is my perception. First content factories have been established, companies and agencies are starting to think about content and move investments from traditional advert to content creation. Still, the market requires lot of education and this is the reason why this is a good momentum to be in countries like Italy.

Definitely not my intention to leave London; but Milan is my home town after hall, and these market evolutions are something that I am closely investigating.

And here is some press stuff. In Italian of course: Engage, PubblicitaItalia, IdeeIdeas, BrandNews, YouMark, ImpresaInternazionale, Assocomunicatori.

Freedom, Fairness and Equality


I’ve been obsessed – I just can’t find a better term – all my life with the respect of three values, freedom, fairness and equality, which in my (ideal) world are core values of the left – a left that unfortunately doesn’t exist anymore. I took so many decisions, personal and not, with these three values in mind. I failed sometimes, but still I felt proud of my sense of respect for these three guiding principles.

A few days ago Seth Godin has published a little gem, where he defines, guess what, the three values. And he adds some arguments about responsibility and equality that quite frankly are the cause of some of my failures. Here is what he writes. I think it is worth to share.

Freedom doesn’t mean no responsibility. In fact, it requires extra responsibility. Freedom is the ability to make a choice, and responsibility is required once you make that choice.

Fairness isn’t a handout. Fairness is the willingness to offer dignity to others. The dignity of being seen and heard, and having a chance to make a contribution.

And equality doesn’t mean equal. Equality doesn’t guarantee me a starting position on the Knicks. Equality means equality of access, the opportunity to do my best without being disqualified for irrelevant reasons.

Socialism and Individualism

Via The Guardian – here the full piece.

There are several reasons why rampant individualism sits at the core of the Tory project. Individualism promotes the idea that our successes in life are purely down to our own efforts. That rationalises inequality, because it perpetuates the myth that the wealthiest are the brightest and hardest working while the poorest are the stupidest and the laziest. Inequality simply becomes just desserts, rather than the sign of a society rigged in favour of a lucky minority. Tax becomes a punishment for success rather than a contribution to the collective kitty.

Individualism transforms social problems such as poverty and unemployment into personality defects, rather than the ills of a poorly constructed society – to be cured by a change in an individual’s attitude rather than by collective solutions, such as a welfare state. It erodes a sense that the majority have shared interests and aspirations, which are not only different from those of the elite, but on a collision course with them. It is fatal to the logical conclusion of this sentiment: that the majority should deploy their collective strength to challenge the concentrated wealth and power of the few.

As a dogma, this form of individualism is a formidable obstacle to socialism. But in practice it has increasingly resulted in insecurity: no wonder, then, that solidarity is so hankered after by so many. Labour has an opportunity to fashion a new individualism, with the promise that only socialism can liberate the individual.


I don’t know a lot about Thailand. Well, actually I know pretty much nothing about Thailand. Zero, nada, and I have never visited the country, sadly. But I was fascinated this morning by all stories on Twitter about the death of the King of Thailand and the reaction of the crowd. Well, fascinated is not the right word, I recognize it. It was a mix of respect, curiosity, fascination for something that I don’t understand (and will never understand). The story became even more interesting to me when I saw this:

Thailand media has gone monochrome after the death of King Bhumibol Adulyadej led to all television stations being ordered to show only black and white footage of the royal for the next month. The move mean ordinary Thais cannot access independent news through their televisions. Newspapers in the South East Asian country are continuing to publish their own material but have also gone black and white.

Not sure how to define this. Is it lack of freedom, as suggested by my very first reaction for something seen with my western eyes? Isn’t just anachronistic? Or is something different? For how long Thais will watch news in black and white? What happens to Twitter, Instagram and other social media?

I don’t have the answers, of course. I just found this being an incredible story and I wonder why European media, too busy these days with Brexit and migrant threats, are not paying enough attention to it. Well, I know the answer, here. We are Europeans, after all. And we are used to pay attention to our own backyard. All the rest is far and exotic. Sometime, monochrome.

#Amatriciana in London

Trying to list all restaurants in London supporting the #amatriciana aid campaign for survivors of Amatrice and the other small villages of Centre Italy decimated by the Wednesday 6.2 magnitude quake that’s killed at least 280 people to date.

Here is what I’ve found so far.





and finally