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Mapei Loses Marketing Stalwart

Mapei are sad to announce the loss of Dottoressa Adriana Spazzoli, Marketing and Communication Director for Mapei Group, who passed away on the evening of 21st November, 2019 in Milan.

Born in Forlì in 1948, Adriana Spazzoli graduated in Political Science, with a major in Economics, at the University of Bologna. She went on to specialise in Marketing and Corporate Communications thanks to her master’s degree and her experience in journalism.

In 1985 she became Marketing and Communication Director for Mapei, coordinating the image of the company and its communications tools, from technical and corporate documentation, to trade fairs, promotional work and sponsorships.

It was while she was in this role that she identified various channels that could be used as a communications vehicle to strengthen the company brand at a global level, and particularly:

– sport, initially through an international cycling team that managed to maintain its top ranking for 9 years, and then by sponsoring the UCI Road World Championships.

Soccer was another important communications vehicle, first by using her intuition to sponsor the Italian national team that went on to win the World Cup in 2006, and then as Vice President of the Sassuolo Calcio team which won promotion from C2 to the Serie A, where it is currently playing its seventh successive season;

– music and opera, which was an important vehicle towards growth and loyalty in leading theatres – Mapei has been a Founding Member of the Scala Opera House since 2008 and a Founding Member of the Santa Cecilia Academy since 2015, as well as sponsors of events such as Celebrity Fight Night and the concerts for the Italian Red Cross, where music acts as a support to promote a better quality of life;

– art, particularly in museums of excellence, such as the bond consolidated over the years with the Guggenheim in Venice and New York, as well as various other initiatives launched all around the world;

– sustainability, with national and international projects where the design and construction industry has developed a culture of living in line with the most far-reaching principles of sustainability, such as energy savings or the removal of architectural barriers in favour of eco-sustainable products.

Adriana Spazzoli was always highly committed to her charitable work and sponsored various initiatives to promote social responsibility focused on providing support for the young and those less well off, such as the Lega del Filo d’Oro, the Arché Foundation, Cascina solidale Le Vele, Casa Don Guanella in Lecco, San Patrignano and Exodus. She also offered her support to other charitable organisations involved in the construction of various types of structure for local people by providing Mapei solutions and know-how, such as the Centre of Excellence in Paediatric Surgery in Uganda, designed by Renzo Piano for Emergency.

Since July, 2016 she was President of the Sodalitas Foundation, the reference organisation in Italy for the promotion of Corporate Sustainability and Social Responsibility.

In January, 2019 Adriana Spazzoli became a member of Soroptimist International of Italy, an association that promotes women, women’s rights and the condition of women in general.

Adriana Spazzoli will be lovingly remembered by her children, Veronica and Marco, who have been working in the company for a number of years; Veronica as Global Development Manager and Marco as Director of Research and Development for Mapei Group, who were also nominated joint CEO’s in July of this year.