MEDIOBANCA
Define clear messages and support content production
#content strategy
#content and stories
#internal engagement & training
Brief
In the last decade Mediobanca has dramatically changed its business from a holding company with stakes in major Italian companies to a financial services group focused on investment banking and wealth management.
The challenge was not only to communicate this dramatic change but also to present the company beyond the financial markets where it is best known. After the thorough redesign of the website content carried out in 2016-2017, it was time to carry out a revamp of the entire website to better communicate the different businesses and distinctive character of the bank.
To reach these goals we worked very closely with the management team to define the distinctive features of the bank and then to deliver them online, as the corporate site is a key communication asset for Mediobanca. We also worked closely with the bank’s design and technological agency to ensure that what they developed supported the content strategy.
Our work
– Our research studies and an extensive benchmark on the banking sector helped to define both content and organisation of the new website
– Based on internal input (communications assets and top management interviews) and external inputs (perceptions) we defined the new content stategy
– We worked with the client and the web agency to define the design and the organisation of the new website
– The re-organized content in the two main areas: the main menu presenting the four businesses and the corporate area (Who we are, Investor relations, Sustainability and Governance)
– Production of all content for both sections in Italian and English according to guidelines and key messages. The aim was to offer a consistent view of the bank and its distinctive features compared to other Italian and European banks. We also managed to use a substantial amount of data and further material to support the messages and to be transparent on key issues. We also worked on improving sustainability communications
Result
With new content and design mediobanca.com now projects the bank identity and distinctive features. In particular, Mediobanca is now emerging as a Group of four main businesses not just as a corporate and investment bank. The new design of the website allows for more images, charts and an improved content presentation.
