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Alberto Contri, born 7/4/44 in Ivrea, entered the world of communication in 1966: for 40 years, he has been involved in advertising, interactive multimedia and integrated communication on the creative, managerial, institutional and speculative front.
After his classical high school diploma, after his father's death, he interrupted his law studies to start working at Mondadori in 1966 as a copywriter and then continued as Creative Director, Managing Director and President of important multinationals such as DMB&B and McCann Erickson: he is one of the few communication managers with an interdisciplinary background coming from the area of creativity.
In the DMB&B group, where he was from 1973 to 1995, in addition to leading the Italian headquarters of Medicus Intercon (the largest multinational communication company in the pharmaceutical sector) he founded two very special companies, each with a precise positioning.
One was named Feel Good, an agency specializing in consumer health products, which was able to preceed before the others a trend that would later have a great development. The other one was called Intercon AudioVisual Service, and was specialized in interactive multimedia projects of great success, so much so as to boast two absolute records: the design of the first Italian interactive video-disc and the first Italian touring station of virtual reality, both for popular uses.
In 1995, Alberto Contri joined the McCann Erickson World Group as vice-chairman and delegate for innovation. Believing, as always, in the value of applied experimentation, he created a dedicated working group (McCann Interactive) that in fact - bringing the provider Tin.it from 90,000 to 3,600,000 subscribers - has built the Internet market in Italy.
Very active on the institutional front, from 1993 to 1997, he was elected for three terms President of the Italian Association of Advertising Agencies: taking the lead of the association in the years of the first major investment crisis, he focused everything on education and cultural study, promoting among the many original initiatives, a series of conferences called "AssAP-Culture"
Particularly relevant and "foresighted" was the one dedicated to "Time in a hurry - Living or surviving in a society of urgency", which was attended - in addition to advertisers - by philosophers, journalists, managers, sociologists, psychiatrists, developing a multidisciplinary approach to the problem that was of great interest to all public opinion. And from which many companies took the cue for the creation of goods, food products and services that can save time for consumers.
From 1994 to 1997, he was a member of the Board of the EAAA (European Association of Advertising Agencies - the only Italian who has ever held this role), managing to bring to Rome in 96 the International Congress of the Association.
From 1994 to 1998, he was the founder and first president of the Italian Federation of Communication, a second level association that brought together all the associations of communication: advertising, public relations, promotions, direct marketing, market research. In all, almost 500 companies for a total of more than 35,000 employees, which he manages in Confindustria.
He has carried out and continues to carry out an intense publicity activity in national newspapers (in particular on Sole 24 Ore, Avvenire, Il Riformista). He often participates in seminars in Master and University, paying particular attention to the development of communication through new media.
In 1994, he was appointed Commendatore al Merito della Repubblica.
In 1998, he was appointed as a member of the Board of Directors of RAI, where he fought for four years an intense battle in favour of a quality public service, in all its forms, managing for the whole period the delegation for new media, planning all the activities that Rai has today in this area.
A very active member of the Aspen Institute, for which he was often a speaker in seminars dedicated to telecommunications, in his 4 years in office he represented RAI on the Board of the Institute itself.
Since 1999, he has been President of Pubblicità Progresso, which in 2005 he transformed into Fondazione per la Comunicazione Sociale.
From April 2009 to October 2011 he was President of the Lombardy Film Commission, of which he is currently General Manager.
In 2004, President Ciampi awarded him the title of Grand Officer of the Order of Merit of the Italian Republic.
From January 2003 to April 2008, he was Chief Executive Officer and Editorial Director of Rainet.
Since 1999, he has been a member of the board of the Institute of Advertising Self-discipline.He is Professor of Social Communication at the IULM University of Milan.
In 2010, he was awarded an honorary master's degree in public relations of institutions and businesses from the IULM University of Milan.
Areas of scientific interest
- communication and social marketing
- multimedia
- social networking
- development of new media
- new audiovisual production technologies
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