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.
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. After addressing the three key sections of the website (Who we are, Investor relations and Governance) we were asked to improve the Careers and Sustainability areas.
Our work
– Based on internal input (communications assets and top management interviews) and external inputs (perceptions) we defined key messages and tone of voice
– We completely re-organized content in the three key areas of the corporate site(Who we are, Investor relations and Governance) to better communicate key messages and improve usability of the site
– Production of all content for the three 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.
– Re-alignment with new strategy: after the presentation of the strategy in late 2016 we revised the content to present the new company organisation
Result
The three sections are live online, with the content vastly improved and well organized on the page. Distinctive features defined during the process were included in the recent Business strategy as an indication that this work is also useful for offline communication.
