- On 12 October 2015
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What is your greatest professional achievement?
I would say it was to have helped grow the value of the Shell brand by 35% (some US$7 billion *) during the period I was responsible for it.
Why did you choose to join the Fair Play team?
First of all for the trust and relationship with Francesco Orlando, which goes back almost 20 years when we worked together representing Shell and Ferrari. Second for the quality of the infrastructure that Francesco and the Fair Play team developed over the last ten years. It offers an amazing foundation with all its processes and tools to market consultancy in an effective way. And, third, I was also very impressed by the quality of the team Francesco assembled over the years, a testimony to his relationship and people skills.
What will you bring to Fair Play from your career?
I think I bring a varied and pragmatic perspective of someone who has been on the client side for a long time. I hope I can also leverage the amazing opportunities I had to learn about general management, and marketing, in particular, in a large organization as Shell. And I also believe I can bring a quite international perspective, having lived and worked in many different places and leading global businesses for Shell.
What is the economic outlook for your market?
Although I am from Brazil, at the moment I’m living in the UK, which will be my base for the foreseeable future. The UK (and particularly London) have been enjoying a steadily recovery since the 2008 crisis. And as a global business hub it seems to continue to burst with business initiatives and opportunities. Brazil, on the contrary, lives a very difficult situation as a result of the global commodity crash and very poor macro-economic government management over the last many years. As an optimist, though, I believe there is always a bright side in everything and the very depreciated exchange rates and consequent relative lower costs of labor and manufactured products may make some industries in Brazil more competitive abroad.
What is the greatest development potential for Italian companies in your area?
I think luxury goods will always have an opportunity in a place like the UK. But I believe I need to learn much more about the businesses we already support in Fair Play, or may support in the future, as well as the UK market, to be clearer about that.
How will you support the growth of medium-sized enterprises?
I am very attracted by the opportunity to lend to medium-sized enterprises the thinking, tools and processes that, being common in large organisations, are less used in the smaller enterprises and have a potential to un-tap substantial value. I had the opportunity to learn from Matteo Pivetta and Francesco about some of the value generation stories Fair Play has experienced over the years and I’m very excited by the opportunity to replicate and amplify those. And I think it is a win-win situation as, working with Fair Play, medium-sized enterprises can benefit from the available know-how without having to invest in large structures as larger corporations do. They can do it lean and mean!
What are the latest trends in marketing?
I believe that the principles of marketing remain the same and, above all, the importance of customer centricity for any good marketing has increased dramatically. What is new is the availability of modern technologies that help marketers to apply those good old principles in much more effective ways. I personally have a particular passion for what the digital revolution entails in terms of marketing cost effectiveness. New digital technologies made marketing a feasible tool to every business, product or service. And I believe that given the recency of these technologies, it is just natural that medium-sized companies have not yet fully benefited from them. I see this as a tremendous opportunity for a consultancy business like Fair Play and want to help bring it to life!
(*) As measured by brand valuation specialists Brand Finance
Read Bruno Motta short profile, visit his Linkedin Page: http://www.fairplayconsulting.com/it/team/bruno-motta/