Stand up, copywriter!

For some years now I’ve been a fan of stand-up comedy – essentially a comedian up on stage telling stories to an audience. In Italian it sometimes gets called “cabaret”, which brings to mind Liza Minelli in a bowler hat and black stockings, but that’s another story entirely. In stand-up, the aim of the comedian,…

Performance with method

I grew up in a village that sits amongst hills and vineyards and still today live in the farmhouse where my brothers and cousins and I would play hide-and-seek. I was so good at hiding that nobody could ever find me! Nowadays, at MULTI, it’s me trying to find the hidden clients. The MULTI style…

Order and passion

I’m the youngest of four children (three sisters and a boy – the firstborn). I had a very conventional education: primary and middle school, followed by a technical institute specializing in business. After getting my diploma, I joined a small, family-run firm providing services to the public sector. Starting out as receptionist, over time I…

Mr. Yamashiro prefers potatoes

“Herr Yamashiro bevorzugt Kartoffeln” is a novel by Christoph Peters that is as yet unpublished in Italy. Based on real life events, it tells the story of a Japanese ceramics expert who agrees to travel to Germany in the period following the fall of the Berlin wall to oversee the construction of a traditional Japanese…

Scenario

Rising opportunities in Eastern Europe for Wine Makers

The approaching of the 2017 edition of Vinitaly, the largest wine exhibition in the world, offers the chance to reflect on the state of the Italian wine industry and its opportunities towards foreign markets. If we look at the 2016 data, we see how the Italian wine industry maintains firm its leadership as a world’s…

Customers

A colour per day…

Colours have a strong impact on people: they catch the attention, the communicate information, they have an emotional weight. Theories say that they really influence the consumer psychology. Colours are so important that they are subject to specific and very serious studies, they get analysed, and they become a fundamental part of the “trend book”,…

Lions at nightfall

I am taking a risk. I know what you’re thinking, but I am taking this risk, because I want to tell you what being a lion at nightfall really means, when darkness sets in, at the time of uncertainty, of danger, when rabbits flee, and only those who have strength and courage come out of…

What does marketing mean?

A highly academic dinner, round tables, seated for ages between a striking blonde – who teaches ancient history – and a very unassuming old man with a voice like Woody Allen, who told me: «My passion is doing crossword puzzles.» Meaning “creating them”.  Professorship in linguistics in various capitals, a European authority. Admitting: «But I…