Ferrero’s recipe for authentic communication: a talk with Federico Ettorre

A special guest joined today’s class: Federico Ettorre, Head of Pubbliregia, Ferrero’s in-house advertising agency, met with students from the Bachelor’s and Master’s programs in International Business, Digital Marketing & Data Analytics, Design, and Communication.

He was introduced by Riccardo Donadon, Founder & CEO of H-FARM, Antonella Sannella, Executive Director of H-FARM College, and Mauro Clara, Head of Talent at Ferrero Italia.

During the session, Ettorre retraced Ferrero’s history, his own career journey, and the success of iconic products like Nutella. He delved into the evolution of the company’s communication strategies over time, emphasizing the importance of managing the growing number of consumer touchpoints.

Two key lessons from Michele Ferrero have shaped the company’s philosophy: “Make it good”—focusing on the highest quality ingredients and a passion for excellence—and the belief that a product can only be special if it meets a real consumer need.

“Advertising happens naturally when you have the product in mind and know your own story.” With these words, Federico Ettorre summed up the importance of building authentic communication, deeply rooted in brand identity.

The decision to keep the advertising agency in-house reflects this very philosophy: only by fully immersing in the company culture can one grasp the true essence of its products and translate it into authentic messages that resonate with consumers worldwide.