We continue with our series of profiling leaders from our partner agencies around the world, this time interviewing Maria Grazia and Marco, the co-founders of Imageware, the latest addition to our Brands2Life Global Network. 

What led you to set up Imageware together? 

We had the opportunity to start working for Microsoft which had just set up business in Italy. At the time, we thought it would be a great chance to establish our own agency together, and it turned out to be just that. 

What inspires you day by day? 

The desire to always conceive something new. 

What are the common misconceptions around doing comms in your market? 

The conviction that all you need to reach communication goals is creativity. Without market knowledge, and a clear understanding of the client and their products, however, creativity doesn’t generate business benefits, just awareness for the agency. 

What’s the biggest change you’ve seen in PR since you founded your company? 

The social media revolution. 

What would you say is your biggest learning from adapting to working during a global pandemic? 

Where there’s a will, there’s a way 😊 

Which campaign or piece of work are you most proud of having been involved in? 

The concept and production of the SAP Executive Summit for the past 15 years. The event is dedicated to Italy’s top 100 business leaders that are also SAP customers. As for the impact, you may have to ask the client directly; we’ve been working together for 30 years now. 

What is your #1 priority right now? 

Making sure that business goals are never more important than the people pursuing them. 

Where is your company headed over the next 5/10/15 years? 

Not sure. But we do know that where we go is not as important as the people with whom we’re sharing that path with. We’d like the people that work with us today to go on walking alongside us. 

Where is the PR industry headed? 

The industry is headed towards helping enterprises to generate a positive impact on society, culture and economy. It’s time to act.  

In addition, in this period of digital evolution, PR has a role in combining innovation and a more human-centric approach for business and organisations. A PR programme should aim to deploy campaigns that enhance the client’s reputation. Businesses are like love affairs, without trust they end up consuming you. 

What are the three biggest things you’ve learned since founding your agency? 

Respect, trust, and sharing. The client is your best teacher. 

Why is it important to be part of a global network? 

No business is an island today. Connections are key to developing efficiency and knowledge. Everyone knows their country well, and that is why it’s essential to connect with other agencies to share insights and opportunities. Delighted to count ourselves part of the Brands2Life Global Network after having worked on many clients over many years together across the cloud, virtualisation, cyber, telecoms and life sciences spaces. Here’s to many more. Grazie!