| The Group's communication work began in the early eighties through events promoting the new profession of Family Banker®, using television and press campaigns to recruit specialists in the savings field. At the same time there were campaigns to launch the new savings products (mutual funds) and pension products. The “Mediolanum” brand appeared on the jerseys of Arrigo Sacchi's great AC Milan team which was tremendously successful, including internationally. Some years later Mediolanum was one of the first sponsorships in Italian professional football.
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Campaign 2001 - Salted Lake “Objects”During 2001, the Banca Mediolanum campaign again featured Ennio Doris, once again with an evocative setting - a salt lake. It made metaphoric use of objects like an orange, a sunflower and wine to represent financial services, and to symbolise the key aspects of the Bank's services and philosophy (the all-round bank, the total bank, the philosophy of medium-long term investment). |
