London-based PR agency meets film-fancying Italian prince

Prince Emanuele Filiberto of Savoy has appointed London-based Alexander PR to represent his new film finance and production company Savoy & Gregory and buff up his image.

Personal appointment: Prince Emanuele Filiberto of Savoy
Personal appointment: Prince Emanuele Filiberto of Savoy

The agency was appointed without a pitch after a personal recommendation from executives at the World Music Awards in Monaco, whose ruler Prince Albert is a close friend of Prince Emanuele.

It will set up and run a global press office for Savoy & Gregory, which the prince set up this year with Bafta winner Demian Gregory.

It will also handle the prince’s personal publicity, reputation and brand partnerships in the UK.

Prince Emanuele is the only male-line grandson of Umberto II, the last King of Italy, whose reign ended after World War Two.

He also runs a TV production company called Royal Me Up in Paris, while in Italy he is best known as a TV personality, having won the Italian equivalent of Strictly Come Dancing, which he entered to improve his image among ordinary Italians.

He has worked in finance, spending five years at the Republic National Bank of New York and ten years at Syz Bank, both in Geneva. Among other financial vehicles, he created the Altin Fund, a hedge fund listed on the Zurich Stock Exchange.

Adam Rutherford, director of Alexander PR, said: "The appointment by HRH Prince Emanuele and Savoy & Gregory further strengthens our position in film and entertainment while complementing our current roster of clients in this space."

Savoy & Gregory was formed to finance independent films and has already raised £15m for its first project, a documentary about Italian director Federico Fellini called Contamination.

Prince Emanuele Filiberto said: "The UK film industry is currently experiencing a very positive upsurge in international popularity, and embarking on this venture represents for us a thrilling opportunity to play a part in this."

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