Giuliano Giorgetti: Re-inventing Inter Milan
In late 2017, Inter Milan announced a major innovation in their content capabilities.
The Serie A club hope Media House will be a revolution in the way they tell their story. I wanted to explore the concept a little further so I spoke to Inter’s Media Content Director Giuliano Giorgetti about how this famous old team is trying to change its culture for digital age.
The topics are listed below. Please click here to contact me about consulting, writing or speaking. And of course feedback on this episode.
1.30: Giuliano Giorgetti's background and current responsibilities at Inter
2.40: Why moving from AC Milan to Inter was a "rock'n'roll" choice
4.10: What is Inter's Media House and why is it so innovative?
6.32: The importance of speed and quality v quantity. The issue of being an "internal agency"
9.10: Giuliano's staff and his responsibilities
10.52: Inter's plans for VR and AR
14.02: The central role of Inter's app within CRM and data
16.45: The level of access and how they use it
19.04: Why changing a culture is a "tiring opportunity"
23:30: The internationalisation of Internazionale
24.42: The specific plan in China
26.04: Why Inter TV is the spearhead for moving into Asia
27.07: Where should content be created? - In Milan or in-market
28.09: Selling the city of Milan
29.15: Using history to attract future fans
31.58: Is Italian football on the rise again?
35.17: The short-term v long-term plan
36.04: The importance of success on the pitch
37.01: The business of relationships