Imagine a digital agency, therefore an agency like mine (but it's not mine) that works entirely remotely. 14 people turn on their tools every day, from Cuneo to Lisbon, to support companies and professionals in their digital transformation. I find it a formidable lesson, on many "subjects": decentralization, remote work and Italian talent.
Could I not tell it, even if they are "competitors"? They are building the future, it's stuff for this blog. A “stuff” called Marco Sepertino, born and living in Genola. We'll be back in a bit. Marco is the CEO of Vitture, an agency that changes and grows hand in hand with the planet.
The race for digital innovation
The latest survey developed by Mapp shows that in the last year (also thanks to Covid) 65% of Italian companies accelerated the digital and technological innovation process. Yes sir: 5 out of 10 companies have increased their investments in digital advertising, e over 50% plan to increase their marketing technology investments in 2021.
Among digital professions of the future that aim to revolutionize business processes is that of the paid traffic specialist. Marco Sepertino and his agency Vitture deal with just this, and with direct response marketing. They create, manage and optimize advertising campaigns on paid channels such as Google, Youtube, Facebook, Instagram, Linkedin and TikTok. Yes, but what does Genola have to do with it?
From Genola to the rest of the world
Genola is a tiny village with less than 2000 inhabitants. A place full of charm and history, with origins that are lost in the mists of time. The first traces date back to around the year 1050, but he was certainly born earlier. A place where you don't think about growing a business, unless you were born there and have even greater ambitions (I'm not joking) than those of talents who go abroad.
Marco got there gradually, following a process that many "colleagues" know well. He started working 4 exams after graduating in business administration in a multinational manufacturer of car glass and windshields. After 3 years he worked alongside the CEO of a private company and then, thanks to love (his future partner was the owner of a web agency) he approached this sector. When in 2014, despite excellent results, the constructed reality had become "narrow", he decided (by mutual agreement with his wife and partners) to sell his agency and start from scratch.
To do so, above all, in his native country. And in unsuspecting times, before Covid brought back the themes of agile work.
Victims
A Genola, two bakeries, a few bars, a couple of trattorias, 2000 beautiful souls, Vitture Srl was born in 2018. And in a very short time, less than 3 years, it grew to the point of toying with the idea of listing on the stock exchange. To date, Vitture has over 100 clients in the most disparate sectors and a crew of 14 people, all working remotely. Marco, however, remained in his Genola. I reached him (via email) to ask him two questions. I'll shoot one right away like this, because I want to see clearly.
How important is it, beyond the 'bucolic' nature of this choice, to be able to carry out an important and complex project in a place like the one where you live?
It is very important for me to be and live in the place where I was born and raised. I appreciate those who know how to live in big cities, with a thousand opportunities and a thousand opportunities around every corner. But it's still not for me. I find that we Cuneo people are pragmatic, no smoking and lots of roasting. Being consistent with this philosophy gives me great determination to move forward on this path. And in any case I don't think it's absolutely limiting to live in the Cuneo area, on the contrary: we are surrounded by companies that before me have achieved enormous success, starting and developing especially in the province of Cuneo: Ferrero, Monge, Borgna Vetri Spa, Merlo Spa, Sedamyl Spa, Acqua Sant'Anna, Acqua Eva, Balocco, Maina. I could go on and on. I think that the strength and mentality acquired in our territory are an added value for every entrepreneur with a great vision. This is demonstrated precisely by the series of highly successful entrepreneurs and companies concentrated in this province.
You will have understood from the tones of the answer that Marco is a determined and very pragmatic professional, This is also why he has a vocation to evolve, and very clear ideas on what Vitture needs in the near future. The company has achieved excellent turnover results, but Marco's dream is to be able to go public in order to find funds and increase its expansion nationally and abroad.
Short-term goals? Increase team resources, business and customer growth and… promote reading among employees
“Increasing the personal and professional growth of the people who work at Vitture Srl is fundamental,” says Sepertino. “I am financially encouraging my collaborators to read as many books as possible on work and non-work related topics. If you join the “Read Club” you receive a €100 voucher. You will have to read 1 book a month for 3 consecutive months and make a short presentation to all your colleagues, complete with explanation and slides. This way you grow quickly because it's as if you read 1 more book a month. And with all 14 collaborators participating, in addition to my readings, it's as if we read 14 more books a month."
And since man does not live by books alone, among Vitture's objectives there is also that of reaching €3.000.000 in turnover per year in the shortest time possible. “This figure will allow us to find financiers to grow the company even more and then list it on the stock exchange – he continues – The collaborators who contribute the most to the cause will be rewarded by becoming members”. Good intentions: don't you want me to leave the village, colleague? Now I ask him.
How do you imagine Vitture's future? Bigger and always decentralized?
The goal 10 years from now is to go public. Of course, by force majeure if the company continues to expand in this way at least one branch will be necessary in Turin and then Milan, but the beating heart will always remain in the Province of Cuneo. I want to keep my roots here, having "a safe home" always transmits serenity and always allows you to surround yourself with the right people at the right time. I always think of Leonardo Del Vecchio (EssilorLuxottica, the largest holding company producing and selling glasses and lenses in the world). However gigantic his company may be, it has kept its beating heart in the small village of 4.000 inhabitants: Agordo, in the Belluno area.
Dear Marco, I hope that one day Genola will also be remembered for your business. Good luck!
