JCU Welcomes Federico Assenza of WeLookAround.com

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On Friday, March 17, 2017, Professor Antonella Salvatore, Director of John Cabot University’s Center for Career Services and Continuing Education, hosted in her classes Federico Assenza, Managing Partner at WeLookAround.com, an International Communications Agency.

The students had the chance to see and analyze a complete Marketing Plan for a popular Italian multinational food and beverage company on the occasion of its anniversary. Assenza presented the marketing plan developed by his communications agency, including the year-long implementation process.

Federico Assenza

Federico Assenza, Managing Partner at WeLookAround.com

The lecture was an opportunity for students to understand the company’s “re-branding” strategy, adopted and developed in order to re-launch the brand on an international stage. This result was achieved mainly through the communication and promotion of a new product, by first sharing its innovative recipe and identifying a more specific, and younger audience.

Students learned how crucial it is to understand all of the environmental forces affecting both the industry and the company. As explained by Assenza, “Analysis comes first; as creativity, typically associated with marketing, spawns from the analytical process.”

Professor Antonella Salvatore concluded, “My special thanks and congratulations go to Federico Assenza for his achievements with WelookAround.com. His testimonial stands as an important contribution for JCU marketing students to help them define the wide area of marketing and answer the fundamental question: What does a real marketer do? What are the typical challenges that marketers have to face?”