Slide di testo
Introduction of the conference, “Economia a misura d’uomo” by Thomas Miorin
If the 9 billion people estimated to live on the planet by 2050 seek the same
level of wellness that countries like ours enjoy today, the economy would have
to expand 15 times, resulting in an economy 40 times larger by the end of the
century. If we continue to consume natural resources at double the rate at
which they are produced, how will it be possible for the economy to grow by
We have reached a limit
it’s time to turn to a new, internal environment: one of psychophysical well being.
For the benefit of people and businesses
Three years after the introduction of strategies to improve and reinforce a
positive work environment, companies reported a reduction in sick leave by up
to 40% and 3x times more profit. 60% of Italian Millenials prefer training
activities to economic rewards.
Source: Results from research compleated by nuroscience consultant Sue Langley, Deloitte 2018
71% of Italians buy from certain companies because they support their
decisions and they avoid those which don’t align with their own values.
However it is counterproductive to communicate one’s commitment to
sustainability in a generic way: 48% of Italians believe that companies interested
in sustainability today are solely motivated by “social-washing.”
Eumetra for ASviS, 2019
Slide di testo
THIS IS WHERE LUZ COMES IN
To help companies communicate their values correctly and effectively
For sustainability to create a
relationship of trust
we need an attractive narrative that is consistent with the role the company wants
to play in society. We need content that acts as a service to people.
Slide di testo
LUZ OFFERS AN AUTHENTIC NARRATIVE
With an approach based in journalism instead of advertising
Slide di testo
And from marketing and advertising,
THE ABILITY TO TRANSFORM DATA
RESULTING IN AUTHETIC,
HIGH QUALITY STORIES WHICH ARE
9 TIMES MORE EFFECTIVE
Source: analytics LUZ. With equal investment in advertising space, brands that collaborate with LUZ share content that is up to 9 times more successful* By advertising space it is intended costs for billboards, printed ads, web spaces, etc. *In terms
of positive interactions (comments, shares) by consumers.
LUZ EMBODIES THE PHILOSOPHY IT
OFFERS TO CUSTOMERS:
The promotion and valorisation of stories created by talented individuals in LUZ,
facilitating the diffusion and adding the competitive advantage of an agency.
LUZ was born from the legacy of the historical photo agency Agenzia Grazia Neri, whose business was the sale of
investigative reportage from all over the world to magazines around the globe. With the advent of digital technology
and the wide availability of images, the product of an agency is considered a commodity.
In 2015, after some changes at the top, the current CEO, Alice Siracusano, joined LUZ with a consulting
background ranging from offline to online communication, e-commerce and the coordination of communication
projects for different media.
In 2017 Alice introduced her development project, supported by partner and current Chairman Roberto Minetto,
an entrepreneur in the publishing sector, who is a majority shareholder in LUZ. Today the agency is owned in part
by Alice (51%) and Roberto (49%).
The new board bets on skills:
A method that differentiates the offer and shapes the materials the agency makes available.
REAL STORIESTo share with editors and businesses, knowing that they have a common desire:
generate concrete interest within the public
AUTHORin latin Auctor -oris,
der. to wish, «grow up»;
propr. «who makes people grow»
Reporters from around the world chosen by
LUZ for the following characteristics:
1) Originality of language: prospective
2) Verticality: knowing how to get to the bottom
of stories and taking time to do so
3) Passion: love for what they do and strong
reasons for why they do it
On this foundation a working group has been set up within LUZ which dialogues constantly with external
authors bringing in expertise from both journalism and advertising. The training and combination of skills is the
basis of the LUZ method and is a fundamental part in making our mission concrete.
LUZ MISSIONCreate, safeguard and share high quality stories, based on:
truth, relevance and strong authorship
Those who benefit from quality communication by LUZ:
• Internal stakeholders, shareholders, employees and collaborators who love what they do and whose work is based
on ethics and systemic gain.
• Client companies, which retain the loyalty of their target audience with communication that does not interrupt but
entertains and informs.
• Publishers who commission or publish content from client companies in the form of advertising, which naturally
attract the public and win over companies who invest in advertising based on positive readership/interaction rates.
• Those for whom the stories are addressed, who benefit from in-depth, unpublished and verified stories
LUZ is the only agency to create both culture and communication at the same time: LUZ
is both a publisher and an adv/consulting agency
LUZ VALUE PROPOSITION
MISSION AND COMMITMENT
Aspects of social impact are considered fundamental to the success of the agency.
The agency has a written corporate mission that includes a commitment to a specific positive social impact: to make
culture, through all content produced, whether purely editorial or for commercial purposes. Content that gives the public
new tools for interpreting reality; that the viewer in a position to understand the object of the narrative. That are not based
on standardizations but go beyond the surface. That does not feed into prejudice but instead offers new perspectives and
new spaces of thought. In doing so, the agency may bring attention to stories that are particularly relevant to groups of
people in difficulty or which speak of specific environmental and social issues².
The agency has a list of written values³ that fulfil the above mission.
The agency integrates social performance into the decision-making process and provides training to workers on relevant
social aspects related to the creation of content. When evaluating performance (and compensation increases) of managers,
the quality of content produced and sold is taken into consideration, referring to the criteria described above. Internal
audits on the compliance of the above values are conducted periodically, informing the Board of Directors.
The agency has created proprietary communication spaces aimed at amplifying the circulation of said content to facilitate
reflections on relevant⁴ social issues as well as daily surveys of the interactions on these spaces. The agency welcomes
comments from stakeholders (the public) on these platforms and integrates them into the creation of subsequent content.
Love: sharing our passion for storytelling;
Freedom of expression: for our authors and collaborators;
Courage: searching for stories or angles that others choose to overlook;
Respect: educating ourselves on the entire story and starting a dialogue;
Gratitude: towards our authors, collaborators and clients who make this all
Transparency: choosing an honest and open perspective in every storytelling.
ETHICS AND TRANSPARENCY
The highest level of supervision in the company is the Board of Directors, which includes two members who are not
managers and a Statutory Auditor, although the corporate structure does not impose this.
The agency facilitates internal management and good governance with a formal organization chart that determines
the hierarchical structure of the organization. The job descriptions of all employees, including individual
responsibilities and authority in the decision making process, are clearly defined and weekly meetings are conducted
by the management team to plan strategy and make decisions.
Board meetings are held once a month, during which the Agency presents information on its financial situation as
verified by the Board.
In full transparency, the agency shares data on the ownership of the company, number of employees, members of the
Board of Directors, financial performance and related documentation of minutes and summaries. It also publishes its
During the start-up phase both the CEO and Chairman have decided to waive their remuneration.
The agency disseminates financial information to employees and trainees at least every month and offers training to
HEALTH, WELLNESS & SAFETY
The work of the majority of the company's employees (78%) is paid with a fixed monthly salary. The company offers
bonuses. The percentage of full-time employees who have benefited during the last fiscal year is 33%. The agency
will offer the opportunity of corporate participation to employees after the start-up phase.
Employees have access to government-sponsored retirement savings plans, all employees have health and insurance
coverage and paid leave and vacation as per the National Collective Bargaining Agreement (contratto del
The agency has written and easily accessible procedures for employees regarding holidays, leave, disciplinary
procedures and administration.
The agency has a formal employee evaluation process with widespread responsibility (CEOs towards managers and
managers towards resources with reporting responsibilities) and in the last year it has offered continuous training on
the working responsibilities of employees: from the initial sharing of tasks, to the subsequent identification of half-
yearly objectives, to the comparison when evaluating objectives and assigning new ones for the coming half-year.
During these comparisons, specific willingness to develop training for the assignment of personal and group training
courses is highlighted. The process, which involves all employees, includes clearly identified and achievable
objectives and written guidance on career development.
The agency offers training on specific skills to promote professional development in relation to responsibilities and
training on skills for personal development that are not directly related to tasks. Moreover the agency facilitates or
allocates resources for external professional development opportunities such as conferences and events. On average,
every employee hired in the last 12 months has had at least one week of training.
BONUSES AND SATISFACTION
The agency policy encourages internal promotions for managerial positions, full-time internships and intra-team
In addition to economic bonuses other bonuses are offered such as birthday and holiday gifts, peer lunches and
vouchers related to cultural education (e.g. for the purchase of books). Employees have flexible working hours when
agreed upon in advance with the manager as they are equipped with a laptop computer.
The company is pet friendly, employees are allowed to bring domestic dogs into the office. The agency provides
workers with common areas furnished and prepared for snack and lunch break, equipped with water dispensers for
use and consumption of employees.
The agency conducts regular (at least once a year) employee satisfaction surveys and employee involvement surveys.
The company's business model creates a specific benefit for the community as it encourages the dissemination of
verified, relevant and in-depth information, whether it is intended for the editorial⁵ or commercial⁶ market.
The agency is committed to protecting copyright, requiring that all publications cite the author of the work. In doing
so, visibility is ensured for reporters whose work depends on it. The economic margin resulting from the sale of
information of this kind, whether photographic or written, is increasingly low due to the generalised crisis in the
publishing and advertising sectors. Recognition of the author is crucial, not only to increase the likelihood of new
commissions, but also for the legal protection of the reporter's work.
The agency is at the forefront of recognition of this right implementing special training for employees, actions to
educate clients, declining collaborations with clients who refuse to recognise copyright and providing legal advice for
authors and clients who request consultation.
In addition, the agency provides authors with a facilitation service for bureaucratic issues related to the performance
of their tasks (e.g. drafting letters of assignment for missions to cover certain situations, contacts with institutions to
facilitate expatriate practices, etc.).
When selecting suppliers, the agency ﬁrst certiﬁes that they meet the criteria of the agency with regard to the
management of people and production process. More speciﬁcally, with reference to the authors who would like to
collaborate with the agency, there is a written selection process that can be easily consulted by all employees.
Selected authors must recognise the social responsibility of creating their work, either visual or written, and they
must know show responsibility when portraying certain situations or people, and do so in a way that provokes
reﬂection. Passion is a crucial factor when evaluating an author: they must show that they understand and love the
stories they tell.
The agency works only with clients who have respect for people and for their work. Compliance implies the
maintenance of sufficient conditions to operate freely, both economically or relationally. After the conclusion of a
project there is a formal process to request feedback from the client in order to monitor their level of satisfaction.
The agency offers contractual guarantees of protection with respect to its products or services. The agency manages
the privacy and security of its clients' data.
The agency promotes inclusion policies and does not tolerate any form of discrimination. Requirements and
language used in job descriptions are analysed to ensure that they are fair and inclusive. More than 50% of the
workers in the company identify as women. 33% are under 30 years old. 66% of managers are women and one third
belong to an under-represented social group. The ratio between the highest remuneration, including bonuses, and
the lowest is 2.5x. The CEO and majority shareholder is a woman.
The agency offers fathers the option to take paid leave following the birth of a child, in addition to the terms
required by law. It offers mothers with children up to the age of 3 paid days off to stay with their children in case of
The agency has an office in Milan where all partners are located. The agency establishes partnerships with local
charities to promote, above all, culture and the development of inclusion.
Employees can choose to do voluntary work during working days, when agreed upon in advance with the direct
manager and area manager to verify that the absence does not affect existing activity. In this case, the day is paid for
by the agency.
All permanent or equivalent employees (88% of the total) are insured and undergo medical examinations.
The company structures are not owned and the following practices have been established to promote
implementation and maintenance of the space: energy efficiency improvements, waste reduction programs (including
recycling), consumption control, plastic elimination.
Employees are offered incentives to use public transport on the home-work commute.
The agency has a policy available to the public on the use of data and privacy; it informs all users about the
information collected, how long it is kept, how it is used and if and how it is shared with other entities. Customers
have the option to decide how their data can be used and all email address and corporate email list creation
strategies are GDPR compliant.
The agency's employees have attended courses on workplace safety, and have access to a written manual on security
management, as well as on the management of personal and sensitive data.
Every LUZ presentation finishes with the following slides
work with us if you want to to create
Communication based on truth,
That reaches people naturally, and has
the capacity to Be measured for efficency.
The ideas, concepts, information, and materials included in this document are and shall remain the exclusive intellectual property of LUZ Società Benefit S.r.l.