The saga of the Angelini
Articles and elegies for Angelini Industries in newspapers, magazines and magazines. Excellent mix of communications and marketing. Compliments. The letter from Claudio Trezzano
Dear director,
I don't know if you too, like me, are becoming passionate about the saga of the Angelini family, which has nothing to envy of that new TV series, Yellowstone (and various spin-offs and sequels) that everyone is talking about (also broadcast exceptionally clearly on Urbano Cairo's network, La7, which usually only hosts Mentana's news programs and Mentana's specials).
Or, if we want, it is also very reminiscent of another successful soap opera that revolved around family vicissitudes: Dynasty . Having archived (I hope) the chatter about Silvio Berlusconi's will, online newspapers in particular have been chasing me for days to tell me about the vicissitudes of the Angelini family. Yes, the medicine one. It will be your search engine's algorithm acting like a tachipirina, you might say. No, because even the paper newspapers report in detail the legal dispute involving the Angelini family.
The news reports that the Court of Velletri appointed the youngest daughter, Thea Paola, 37 years old, as support administrator of the assets of the patron Francesco, 78 years old, who has been suffering from a serious neurocognitive deficit for years. Thus infuriating her sister, Maria Gioella, 50, who asked for the appointment of a third-party director, as in her opinion her sister would be in a "conflict of interest" as she is the majority shareholder of the company.
I admit that the story satisfies that curiosity of a nosy neighbor always ready to eavesdrop when the people across the street argue that resides in each of us. It's never nice when the family gets dragged into court: in fact, if I were an investor I would ask myself some questions about what is happening at the top. Also because, as I will explain shortly, that was not the only war involving stamped papers. How we can then recognize a conflict of interest between the position of support administrator and being a majority shareholder of a company intrigues me a lot: they are two positions which, at least in theory, should weld and reinforce each other, right? But I am not a trained jurist and therefore they only ask me questions
Moreover, as the judge wrote, "only for serious reasons can the designation made by the beneficiary be disregarded", while "the current corporate structure arises from a precise will of the beneficiary implemented between 2015 and 2018". Could it be that this lawsuit between sisters was perhaps pretextual? Ah, knowing it, Dagospia would say.
Probably yes, also because Corriere della Sera then recalls: “At the time the designation of the youngest of the three sisters (born to different mothers) as the new leader of the group was hailed as a virtuous generational change. Thea Paola was awarded 68% of the group, while 16% each went to the other sisters. But if one of the two had accepted her father's wishes, Maria Gioella had turned to the stamped paper, denouncing Thea Paola and her husband, Sergio Marullo di Condoianni, vice president and managing director of the group, for circumvention of incompetence".
Another necessary ingredient for a TV drama plot is mystery. I remembered reading this , exactly one year ago: “Angelini incapable of understanding and wanting, comes the denial: “Fake news”. The pharmaceutical giant responds to press reports according to which the Velletri court has established that Angelini needs a supporting CEO". The company's note was interesting as it added other elements: “We strongly deny the false news relating to the Group and its shareholders published today by some press outlets. In particular, the sentence issued on 30 September 2022 by the Court of Velletri completely rejects the request for interdiction for Francesco Angelini presented by his daughter Maria Gioella Angelini. The recent ruling in the civil court follows the one in the criminal court which last year sanctioned with a definitive dismissal decree the unfoundedness of the accusations and, therefore, Francesco Angelini's capacity to intend and will and to self-determine. The legal proceedings initiated have no impact on the governance of Angelini Industries."
As you can see, the ingredients for a fiction are all there.
And they are accompanied by the company's sudden decision to tell its story (think, I didn't even know it was called Angelini Industries). A marketing campaign which probably aims to overshadow the family hubbub: I know you abhor conspiracy theories but you will certainly have noticed the (random?) coincidence too, given that even just for duty you have to read or at least browse or consult paper newspapers and web newspapers.
In fact, I read that just three weeks ago the company launched a new corporate campaign, which is the one that appears everywhere: on websites, newspapers. I am attaching a photo to this email even if you have surely seen it. “Focusing on the claim “Pleasure, we are Angelini Industries” – I read from the press release published on the wonderful company website – the campaign is divided into four different subjects designed to enhance the evolutionary path of the group which, born as a pharmaceutical laboratory in Ancona for over a century ago, today operates in the health, industrial technology and consumer goods sectors in 21 countries around the world".
And again: “Playing on the different textual elements, the layout of the campaign contains, for three of the four envisaged subjects, the reference, in the sub title of the claim and in the visual, to a particular sector (“Those of the pharma”, “Those of the products consumer" and "Those of industrial technology") followed by a further reference, enclosed in the symbolic embrace of the Angelini Industries logo, to the other operational areas. In the case of the subject dedicated to the group as a whole, however, the sub title extends to all sectors, becoming "Health, industrial technology and consumer goods".
I would have rather said "those from the family soap opera". Not happy and convinced that I had read a lot in the last period of the Angelini, I played a little game: I entered "Angelini Industries" into Google, filtering only the news. Do you know what appeared to me?
Angelini Industries, S.Giovanni Teatino plant, beating heart of the multinational – of 2 September 2023 on AdnKronos
Angelini industries launches a project to include young STEM talents – of 14 September 2023 on the Sole 24 Ore
Angelini hires young experts in digital transformation – dated 18 September 2023 in the Press
Angelini Industries strengthens its position in industrial technology: investments in Italy and the USA – 22 September 2023 on AdnKronos
Angelini, Urso: “Italian excellence that combines ethics, sustainability and research” – of 22 September 2023 on AdnKronos
Angelini, Marullo di Condojanni: “600 million for an Italian technological and engineering hub recognized in the world” – of 22 September 2023 in the Sole 24 Ore
Angelini industrial group: 600 million investments to grow in the robotics and automation sectors – of 25 September 2023 on the Sole 24 Ore
Angelini Industries grows: “Let's invest in technology” – of 25 September 2023 on QN
Paolo Di Giorgio (Angelini Ventures): what we did in the first year of activity – of 11 October 2023 on EconomyUp
Net of the AdnKronos agency launches, probably due given Urso's recent visit to the plant, I have the impression that we are faced with an unparalleled media barrage. The more the family fights, the more the company carries out marketing campaigns.
I'm already one step away from indigestion, who knows if Angelini will do some medicine to calm my stomach…
Best regards
Claudio Trezzano
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/la-saga-degli-angelini/ on Wed, 25 Oct 2023 09:50:47 +0000.