BORDER LINES: MILAN - Banca Popolare picks Shandwick

Top five Italian co-operative bank, Banca Popolare Commercio and Industria (BPCI), has hired Shandwick to boost its corporate profile and run its press office. The bank did not previously retain a PR agency and there was no competitive pitch. Shandwick will report to strategic marketing head Mario Castellaneta. Shandwick Italy chief executive Furio Garbagnati said: ’(We) will develop an extensive media relations campaign to strengthen its profile and support new product launches.’

by JEMIMAH BAILEY

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