In late 2017, Inter Milan announced a major innovation in their content capabilities. The Serie A club hope Media House will be a revolution in the way they tell their story.

I wanted to explore the concept a little further so I spoke to Inter’s Media Content Director Giuliano Giorgetti about how this famous old team is trying to change its culture for the digital age.

The topics are listed below. Please go to my website MrRichardClarke.com to contact me about consulting, writing or speaking. And of course feedback on this episode.

Topics
1.30 Giuliano Giorgetti's background and current responsibilities at Inter

2.40 Why moving from AC Milan to Inter was a "rock'n'roll" choice

4.10 What is Inter's Media House and why is it so innovative?

6.32 The importance of speed and quality v quantity. The issue of being an "internal agency"

9.10 Giuliano's staff and his responsibilities

10.52 Inter's plans for VR and AR

14.02 The central role of Inter's app within CRM and data

16.45 The level of access and how they use it

19.04 Why changing a culture is a "tiring opportunity"

23:30 The internationalization of Internazionale

24.42 The specific plan in China

26.04 Why Inter TV is the spearhead for moving into Asia

27.07 Where should content be created? - In Milan or in-market

28.09 Selling the city of Milan

29.15 Using history to attract future fans

31.58 Is Italian football on the rise again?

35.17 The short-term v long-term plan

36.04 The importance of success on the pitch

37.01 The business of relationships