28 March 2006

The recent convention organized by the Master in Business Design course wound to a close following a day dedicated to the theme, “Wedding Brands”.
This second edition of the “Wedding Brands” theme confirmed its strategic value and the interest of both design culture and businesses in the issue of creative partnerships.
In particular, presentations by Francesco Morace and Marco De Gregorio (CEO of Lush), helped the public to understand how alliances with clients must be understood today as a form of direct relationship; a container for values and ethics with dynamics that move “from the bottom up” and can potentially result in commercial successes that were unthinkable during an initial planning stage.
Aldo Cernuto, Creative Director at Young & Rubicam, further underlined the way in which only the right mix of shared brand values and the correct dose of originality in presenting an offer are capable of producing a “happy marriage.”
The industrial value of partnerships emerged clearly from the numerous concrete examples offered by Guglielmo Fiocchi, vice-president of Pirelli Pneumatici, as well as from the Alessi case, in which the commercial component was happily blended with the project’s creative dynamic and strongly Italian element.

Lecturers:
Giulio Ceppi
Francesco Morace
Aldo Cernuto,
Massimo Bortott
Guglielmo Fiocchi
Denise Cumella
Marco Di Gregorio