«Since Gutenberg there has not been such a radical change in communication». Massimo Costa, an expert in communication and marketing, tells us about the development of the digital age. The situation seems to offer great opportunities but still there are some limitations that burden in particular under 30s, who yet do not seem to be able to sustain high consumption and thus slow down the business. This is where Massimo Costa suggests a change in their approach in order to understand how to optimize their position.
Massimo Costa has an experience of over 25 years in the creation and leadership of national and international companies. He began his career at McCann Ericsson to later become Account Supervisor at TBWA and then President and CEO of Young & Rubicam. Since 2011 he is the Italian Country Manager of WPP.