Imagine a digital agency, then an agency like mine (but 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 it is about "competitors"? They are building the future, that's stuff for this blog. A "stuff" called Marco Sepertino, born and living in Genola. We will be back in a while. 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 prepared 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 who aim to revolutionize business processes is that of the paid traffic specialist. Marco Sepertino and his Vitture agency do just that, and 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 that has less than 2000 inhabitants. A place full of charm and history, from origins that are lost in the mists of time. The first traces date back to around the year 1050, but it was certainly born earlier. A place where you don't think about growing a company, unless you were born there and have even greater ambitions (I'm not kidding) than those who have talents who go abroad.
Marco got there step by step, following a process that many "colleagues" know well. He started working 4 exams from the degree in business administration in a multinational manufacturer of glass and windshields for cars. After 3 years he joined 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, albeit with excellent results, the built reality had become "tight", 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.
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 grows to the point of caressing the idea of going public. To date Vitture has over 100 customers 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 shot one immediately like this, because I want to see clearly.
How important is it, beyond the 'bucolic' figure of this choice, the fact of being able to carry out an important and complex project in a place like the one you live in?
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 bargains around every corner. But it's not for me yet. I find that we Cuneo people are pragmatic, no smoke and lots of roast. Being consistent with this philosophy gives me a great determination to go forward on this path. And in any case, I don't think it is absolutely limiting to live in the Cuneo area, quite the contrary: we are surrounded by companies that before me have enjoyed enormous success starting and developing above all 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 entrepreneurs and highly successful 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.
The goals in the short term? Increase of team resources, company and customer growth and ... promotion of reading among employees
“Increasing the personal and professional growth of the people who work in Vitture Srl is fundamental,” says Sepertino. “I am financially incentivising my collaborators to read as many books as possible on work and other issues. If you join the "Read Club" you will receive a € 100 voucher. You will have to read 1 book per month for 3 consecutive months and make a short presentation to all your colleagues, complete with explanation and slides. This way you grow fast because it's like reading 1 more book a month. And by participating all 14 collaborators, in addition to my readings, it is as if we read 14 more books a month ”.
And since man does not live by books alone, one of Vitture's objectives is also to reach € 3.000.000 in turnover per year in the shortest possible time. "This figure will allow us to find financiers to make the company grow even more and then list it on the stock exchange - he continues - The collaborators who contribute more to the cause will be rewarded by becoming partners". 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, for force majeure if the company continues to grow in this way, at least one branch will be needed 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). As gigantic as his company may be, it has kept its beating heart in the 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!