If Marketing Communication & PR

don’t FuseThey Get Confused

A change of paradigm

A revolution doesn’t happen when society

adopts new tools.It happens when society adopts new behaviors.

Less pushing products, more telling STORIESLess about transactions, more about EMOTION

Less about business, more about the PEOPLE

Anthropological changes

Social changes

Technology

SheconomyMODERN FAMILIES

UniCredit internal study on consumer trends: Group Stakeholder and Service Intelligence 2014

UniCredit internal study on consumer trends: Group Stakeholder and Service Intelligence 2014

CONSUMER’S NEW BEHAVIOURS

Personalized offer

Everywhere commerce

Multi-point decision journey

Segmentation fluidity

Increased ethical sensitivity

The 2008 crisis crippled the system.

Banks were forced to learn to walk again.

This time, in the customers’ shoes.

1. SAMENESS

&

2. DISCONNECTION FROM CUSTOMER REALITY

3. STRICT FINANCIAL REGULATION

Budgets Conflicts

If

Marketing Communication &

PR Communication Don’t get fused they get confused!

BetterFaster

Stronger

Qualitative methodology for insights exploration

PR vs

Marketing

PR +

Marketing

Budget efficiency position consolidation staff reduction less space and computers in use

Communication efficiency consistent and coherent

messages sent internally and to the consumers

prevents conflicts of interest between parties

harmonizes the interests

Time efficiency direct communication with a

single person in charge of both departments, without third parties

faster feedback efficient flow of the decision

making

Easier collaboration a single person in charge higher degree of understanding

external agencies and their needs

Advantages:SAME TONE OF VOICE, ONE BRAND

ExternalInternal

Risk to overload the employees more tasks and extra efforts risk to aggravate the proper

performance of the activities

Know-how limits dealing with new situations

out of the employees’ area of knowledge and expertise

Laying people off

Specialization in one field• might cause difficulties in

understanding external agencies proposals

• might need extra time for clarifications

ExternalInternal

Disadvantages

=EMPATHY + EVIDENCE

CREATIVITY &INNOVATION

CONTEXTMOBILE

CONTENT STORY

IDENTITY & COMMUNICATION

MARKETING

PR

Marketing Communication

Brand manager

Identity and Communication

2 of our campaigns from this yearMortgage loans & Personal need loan

Based onfundamental truths about

human nature

MORTGAGE LOANSWe are all heroes. Not mythical, fairy tale of

cartoon heroes.

Real life heroes.

And every day of our lives is an odyssey.

To lead, fight and win these daily adventures, first

we need to make sure we

have a place to come back to:

HOME

ACCOMPLISMENTNEED vs

PERSONAL ACCOMPLISHMENTS LOAN

Competing now in new economies is more like a journey.

How we are able to repeat the success of past generations? This comes from continuous

innovation and change.

People get bored easily nowadays so they can be kept present and engaged with the right content, delivered in the right context,

through a great story, told by creative and energetic people.

Let’s keep the fusion going!