Franco Guzzi

Ideas that matter

Franco has long been dedicated to building, developing, strengthening and defending brand reputations, first in-house at a major international brand and then in renowned global communications agencies. These experiences enabled him to deepen and consolidate his skills and become one of the leading experts in Italy in Issues Management and Crisis Communication. His advice, training skills and determination in action have helped several clients survive and thrive.

Bold brand work

In almost 30 years as a communication professional, Franco has worked with a wide variety of businesses (from consumer goods to transportation) often confronting controversial issues (from biotechnology to plant closure), raised by key client stakeholders (from public authorities to consumers associations). Through reasonable actions or smart alliances, and never through the use of “blind force,” he has helped clients succeed without "crushing" their antagonists.

Career highlight

Franco spent the first 10 years of his career in marketing at Kraft-General Foods and Cheeseborough Ponds. He deepened his PR expertise at Hill & Knowlton and then Burson-Marsteller, where he became General Manager and Vice President. In 1995, he founded Cohn & Wolfe Milan, now among the top ten in the Italian market. From July 2001 to March 2006, Franco was President of Assorel (Italian Association of PR agencies). He also teaches "Corporate Communications" at the State University of Milan, and Crisis Communications at IULM University in Milan.