An agency specializing in B2B was set up almost forty years ago and has become a national point of reference for the creation of unique and distinctive strategies. In 2008, the team expanded from Ferrara to Milan. Luca Targa created and is at the head of this excellence. For FARE INSIEME, Giampaolo Colletti interviewed Luca Targa, CEO and strategic manager of Inside, who was also appointed a Knight of the Italian Republic
by Giampaolo Colletti
@gpcolletti
Photocredit: Giacomo Maestri e Francesca Aufiero
Doing is not
enough. You need to make people aware, i.e. by working to the best of your
abilities focusing on excellence while at the same time by illustrating what
you are doing. Even more. Illustrating
how you are doing it. The story we are about to tell you deals with the
creation of stories. But bear in mind that, after all, it is the story a
company that connects with other stories in an endless narration, joining dots
and decoding the complexity we are living in. But let's proceed in an orderly
fashion. We find ourselves in Ferrara, where Inside was reborn between the end
of the past century and the beginning of the new one. It was set up by Luca
Targa, a manager who gained extensive experience in large groups in the retail
sector. Then, in 1999, he chose to become an entrepreneur or, actually, we
could say a startupper. Because, after all, Targa - currently the CEO and
strategic manager of Inside, also appointed a Knight of the Italian Republic -
is a multifaceted entrepreneur, a forerunner, a visionary thanks to his ability
to grasp market signals. Inside Btb was set up in Padua in 1985, then it was
acquired by Targa in 1999 and brought to Ferrara changing its name to Inside
Communication, although everyone knows it as Inside. This is where a consultancy
journey began with the objective of illustrating companies, what they do and,
most of all, how they do it. “I come from
a family of entrepreneurs working in the large retail sector and gained
knowledge and skill in the family business. After all, the retail sector is one
of the best schools one can attend. Then, after my journey as a manager, I
acquired Inside, which is now a business dealing with integrated communication
on a national level,” says Targa. Inside,
a UNA associate, is part of Gruppo Digital360 which boasts a capital of €120
million and over 1,100 employees. The Inside team - creative minds focused on
listening to clients and generating value - is made up of around 70 creatives
and specialists in Milan and Ferrara dealing with business and culture in 9
different areas, both online and offline. “We
specialize in B2B communication and, most of all, we work with manufacturing
companies. Our clients also feature some local excellencies. The company’s
distinctive element resides in that balance between specialization and
uniqueness. Nowadays it is not enough to excel when you can be unique. In my
own small way, I have always tried to do something distinctive and therefore
unique. A touch of originality is needed. After all, details are what makes the
difference. For us, communication is the
simplest way of sharing ideas, thoughts, feelings and value among people and
for people, and we know how to do it. From theory to practice, from a desire to
its realization,” stressed Targa.
The
company’s distinctive element.
The agency deals with brand identity& corporate image, website &
e-commerce, artificial intelligence, inbound marketing &programmatic
advertising or machine learning, demand generation, events, advertising &
copywriting, social media marketing & web strategies. More generally,
Inside deals with corporate consulting. It also deals with internal
communication, i.e. what the company wants to convey in terms of employer
branding. “Now
more than ever, companies need to communicate in order to attract talent. If I
wanted to obtain the best talent with the best skills, I would have to stand
out not only physically by attending sector fairs, but also online. A change of
paradigm is underway,” explains Targa who, last April, received the Excellence
Key Award “Global Communication of the year” during the 25th edition of the
Winner Interactive Key Award in Milan. Then another personal award was obtained
in June, again in Milan, awarded by Mediastars to mark the 25th anniversary of
Inside. It is the 13th personal career award, which adds to the 169 national
awards won by the agency in various categories. “For the ability of analysing
and resolving contemporary complexity,” reads part of the reasoning behind the
decision. After all, the sense of Inside can be grasped precisely in this
ability of decoding reality. Plimsoll rated the agency as a strong business
compared with the 825 leading companies in the marketing, advertising and
communication agency sector in Italy. Once again, for Targa this strength lies
in their team and in their ability to read the market. Star players are led by
active listening.
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