INTERNATIONAL: Italian insurance firm RAS drafts in PR chief

MILAN: Riunione Adriatica di Sicurta (RAS), Italy’s second largest insurance company, has appointed a new communications director as competition hots up in the industry.

MILAN: Riunione Adriatica di Sicurta (RAS), Italy’s second largest

insurance company, has appointed a new communications director as

competition hots up in the industry.



Dario Sereni will replace Fulvio Reggente at the head of the 20-strong

communications team. Reggente steps down after five years to head

promotions and sponsorship for RAS. He will report to Sereni.



Sereni said: ’The insurance industry in Italy is not used to dynamic

communications. With the European market and the arrival of new

competitors, it is more pressing.’



He has worked for the past year as a PR consultant to recycling and

renewable energy company Celtica Ambiente.



Prior to that, he was media relations head at Telecom Italia for six

months, after a career as a financial journalist. He headed the Italian

financial news agency Il Sole 24 Ore Radiocor for ten years, and worked

for its sister paper Il Sole 24 Ore.



Sereni is responsible for external relations, sponsorship, media

relations, promotional activity and internal communications. He reports

to chairman Angelo Marchio.



Part of his brief will be to alter the perception that insurance is a

tax, not a service.



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