A journey into the world of Italian communication and advertising through 40 work experiences aimed at launching innovative entrepreneurial initiatives of some of the main Italian companies. This is the work carried out by Armando Cicero in his book “Start Up – Once upon a time there was work” (Edizioni Opposto) presented yesterday at the Library of the Auditorium Parco della Musica in Rome.
Strategist for over 50 years of communication, advertising and marketing, as well as "starter" of numerous companies, through innovative initiatives with the major Italian publishers - including Caracciolo, Sole24 Ore, Mondadori Mc Graw-Hill, Rizzoli, Fininvest - Cicero retraces in the text the stages of his career spanning over 50 years, a professional history that has touched, in addition to publishing, also many areas of excellence - from Media Agencies to PR activity, from event management to Direct Marketing, from cinema advertising to Italian, international and specialized press. Each section is enriched with the technical comments of well-known personalities, who are also protagonists and leaders in the sectors mentioned, including Paolo Ainio, Ernesto Auci, Marco Benatti, Flavio Biondi, Bruno Bogarelli, Gianluca Comin, Maurizio Costanzo, Rosanna Dantona, Giancarlo Leone, Giampaolo Letta, Bruno Manfellotto, Mauro Mazzon, Davide Rampello, Saro Salonia, Enrico Vanzina and Lorenzo Vallarina Gancia.
The volume is also enriched by anecdotes and stories about the experience gained in close contact with great entrepreneurs - including Silvio Berlusconi, Carlo Caracciolo and Gianni Agnelli - and embellished with unpublished and exclusive illustrations by Giò Rossi, one of the leading professionals in Europe of Brand Design & Packaging.
“I want to dedicate my work to the new generations to leave them a message of trust and optimism”, declared the author who then invited today's youth dominated by uncertainty about the future, to react with a spirit full of enthusiasm, “ willpower and courage.
