INTERNATIONAL: Guzzi replaces Mavellia at Assorel

MILAN: Cohn & Wolfe's Milan office MD Franco Guzzi has been elected

president of Assorel, the Italian association of full-service PR


Guzzi assumes his responsibilities from Adriana Mavellia who resigned at

a meeting of the body's board of directors last week, ending her second

term in the role five months short of its mandatory conclusion at the

end of this year.

The decision to resign from the position, which Mavellia had held for

three and a half years, was prompted by ongoing debate within the

Italian PR industry over whether Assorel should merge with advertising

and marketing trade bodies.

According to Guzzi, Mavellia considered it essential that the debate be

held among Assorel members rather than in the local specialist media,

and she decided that her remaining five months did not leave sufficient

time to reach a decision.

Promising to call two assemblies of the body's members before the end of

the year, Guzzi has vowed to lead a fair and open debate on the topic

despite his personal reservations: 'In the role of president I have to

respect the will of the members and the association.'

However, he admitted: 'Personally I have my doubts and fear we risk

homogenising and losing the individuality of PR by mixing it in with a

number of other organisations.'

'There has been trouble with misleading perceptions of PR in the past

but the market demonstrates that over the last two to four years PR has

been more vital, energetic, and able to develop than advertising and

marketing,' he added.

Guzzi is clear however, that if certain criteria relating to the

advancement of the Italian PR industry and Assorel's members are met he

will accept the move.

It is hoped that the body will reach agreement before the re-election of

its directors early next year.

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