A
communications agency, committed to providing communications services, has been
established in the heart of Bologna since 2000. For FARE INSIEME Giampaolo
Colletti interviews Piero Brighetti, CEO & Mediamorphosis Creative Director
by Giampaolo Colletti
@gpcolletti
Photocredit: Giacomo Maestri e Francesca Aufiero
“Life is a
continuous process of adaptation to new, unexpected and unpredictable
situations. To survive we must be able to venture onto unknown paths." So
wrote the sociologist Francesco Alberoni. And that idea of unpredictability
contains the story we are about to tell. A story of passion. A story of
courage. A story of opportunities created by an atypical entrepreneur with an
artistic background. We are in Bologna, a crossroads of cultures and
opportunities. Here Piero Brighetti, born in Bologna in 1971, decides to do
something, which over time will prove to be a brilliant idea. Brighetti,
graduated from the Art Institute and passionate about graphics, has a healthy
obsession with advertising. Advertising that is done well, the one based on
creativity. The one that
generates involvement, attention, and value. So he decides to attend a unique
course of its kind, which will ultimately change his life. A course dedicated
to the evolution of advertising and with giants of the time. Then comes the
apprenticeship in an agency and a year also in the communications office of a
radio network. Then back in 2000 the entrepreneurial transition with
Mediamorphosis. «I was born into the myth of the advertising agencies of the
1980s. After eight years and in the midst of the Internet's developments, I
decided to start my own business, taking an interest in the metamorphosis of
media», says Brighetti.
Company
profile. The headquarters is in Bologna. We are at Palazzo Barbazzi, in Piazza
San Domenico. It is a historic building from the late fifteenth century and in
which the well-known newspaper Il Resto del Carlino was founded way back in
1885. On the upper floors of this elegant courtyard with a double order of
loggias adorned with terracotta, one can chew on the future. Between 2005 and
2008 the change of direction: from a specialisation in public and institutional
communication to corporate communication. Then in December 2021 the company
became part of the "L'Operosa" Group, a local multi-service company,
which has now become a benefit company. But it doesn't stop here. In January
2023 Brighetti opened a second representative office in Rome, right near Castel
Sant'Angelo. The agency employs around fifteen collaborators with a turnover of
1.5 million euros. The team is made up of SEO experts, storytellers, graphic
designers, IT experts and creatives. Everyone working together in an integrated
way. It operates on both the Italian and international markets thanks to
multinational clients and large-scale projects. «Our strong local roots have
allowed us to work well, creating long-lasting and profitable relationships
with local companies, obviously starting from the mechanical sector, and then
also developing other markets, such as the chemical, medical, tourism, food,
banking and public sectors», says Brighetti.
From name to
vision. But to better understand this story of entrepreneurial excellence at
the service of companies, let's start from the name. Translated Mediamorphosis
means media transformation. In short, media that change over time. Practically
a linguistic license to define the vision of the agency, careful to the
evolution of markets, and of the ways and means of communicating. «We have
always been faithful to this mantra: we want to give customers an effective
service,
suggesting the right strategies and means. We position ourselves as careful
partners and as creative consultants», says Brighetti. For Mediamorphosis it is
essential to best position the brand for which it works on the market. So in
the last two years a copywriting division has been created within the agency.
«One of our distinctive elements is empathy. We know how to listen - which is
not taken for granted in these times - and for this reason we are able to
establish a lasting relationship of trust with our customers. We have an
analytical approach to the market. We are always close to new media and their
evolution, to technologies and new tools for communicating, we carry out
analysis and experimentation. Furthermore, we have now ten years of experience
in communicating sustainability for businesses, it is one of our strengths and
we believe in it a lot, as an added value for the reputation of the brands we
follow», says Brighetti. Being pioneers in order to better inhabit these new
worlds: it already happened in 2013, during the first edition of Farete, when
the agency entered the fair bringing augmented reality experiences, which were
fairly unknown at the time. «Human capital is at the centre of our focus.
Because ours is an intellectual activity and there is no artificial
intelligence that gives effective meaning to things, much less to business
communication. It is people who always make the difference», says Brighetti.
Here is the human capital that creates reputational capital. The best recipe to
face these years of connection.
https://podcast.confindustriaemilia.it/
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