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10/14/2025
"Share today, Lead tomorrow": Mapei's International Marketing Meeting 2025
The event brought together marketing professionals from Mapei subsidiaries worldwide in Milan to discuss trends, innovations and strategies
The Mapei's International Marketing Meeting 2025 was a three-day event of intense dialogue and sharing among Mapei subsidiaries from around the world. From October 7 to 9, marketing professionals from the 62 Mapei subsidiaries worldwide gathered for an event that confirms the importance of global collaboration to strengthen the company's leadership in international markets. The Milan meeting highlighted how adaptability to change and the exchange of best practices are key elements for Mapei's success in today's competitive landscape.
Approximately 200 Mapei marketing and communication experts from 62 countries gathered in Milan from October 7 to 9 for the International Marketing Meeting 2025, an event which was much more than a simple corporate convention. Titled "Share today, Lead tomorrow" the meeting served as a vital strategic discussion where networking, data, market analysis and experience sharing merged to shape the future of Mapei’s global marketing. A moment to take stock of marketing strategies implemented by different local entities, share successful case histories and define guidelines to address changes of an ever-evolving market.
The Mapei world of marketing and communication gathered in Milan for the International Marketing Meeting 2025
Growth and global vision
Veronica and Marco Squinzi, Mapei's CEOs, opened the event by highlighting the Group’s outstanding achievements. The figures presented tell the story of a company that recorded a consolidated turnover of 4.4 billion euros, with a 60% increase compared to 2020. International growth continues to be a cornerstone of the corporate strategy: Mapei continues its global expansion path while always maintaining strong local roots. A widespread presence that allows the company to meet the specific needs of each market, adapting products and solutions to local regulations and construction traditions. The CEOs also emphasised the importance of continuous investments in research and development, a distinctive element of Mapei's approach. Innovation remains the driving force behind competitiveness, allowing the company to anticipate market trends and propose increasingly high-performing and sustainable solutions.
Marco Squinzi, CEO of Mapei
Adaptability to change: the key to future success
Stefano Ranghieri, Mapei's Marketing Director, starting from the meeting's title "Share today, Lead tomorrow," devoted ample space to the theme of adaptability to change. In today’s fast-changing world, it is crucial to stay ready for constant shifts. Success comes from understanding the changes driving market trends, from the ability to redefine communication strategies and a growing focus on partners to build stronger relationships. The marketing priorities identified during the event centered on three main areas: digital optimisation, branding and market empowerment, targeting respectively differentiated content, the ability to communicate the Mapei’s unique solutions to the market and the development of innovative products and technologies. Sustainability remains another major pillar of the company: In 2024 Mapei offset approximately 300,000 tonnes of CO2 thanks to its Zero Line products. An investment in the future, for increasingly responsible construction.
Stefano Ranghieri, director of marketing and mommunications Mapei
Digital strategy alongside offline
The Mapei world goes far beyond construction sites, products, retailers and technical services, embracing a constantly evolving digital dimension that complements the offline one. The Mapei.com website is constantly enriched with new pages, innovative solutions, technical tutorials, specialised calculators and dedicated events. Among the most significant projects stands out Mapei PRO, the platform dedicated to designers that allows creating a complete project "from foundations to roof" in just a few clicks through an integrated interface. Social media presence is another strategic pillar, with LinkedIn, Facebook and Instagram constantly updated to maintain an active dialogue with the professional community. Completing the digital landscape is the multilingual Realtà Mapei Magazine, the online hub showcasing references, projects and sponsorships from Italy and around the world, representing a privileged window into Mapei’s excellence at a global level.
Mapei PRO, the new Mapei platform dedicated to designers
Global case histories: subsidiary excellence
A significant part of the International Marketing Meeting was dedicated to presenting the best case histories developed by Mapei subsidiaries worldwide. During the three days, 29 projects were showcased representing the excellence and innovation of the various local entities. Presentations ranged from Mapei Turkey's sustainability campaigns to Sopro Campus training initiatives in Germany, from Mapei Canada's Build-to-give & Zero waste projects to Spain’s Mapei Prize for Sustainable Architecture, to Mexico's influencer campaigns and much more. The case histories highlighted common trends at a global level: the growing importance of sustainability, the strategic use of social media, a focus on technical training and community development around the brand. Each project demonstrated how subsidiaries successfully align the Group's global guidelines with local market specificities.
From Branding to Belonging: when belonging makes the difference
Significant attention was given to the theme of corporate belonging. Giuseppe Castelli, Group Human Resources Director, highlighted how Mapei invests in people's growth through digital training programmes, international mobility initiatives, and employer branding projects, efforts that have earned Mapei recognition as one of TIME’s World’s Best Companies 2025. University programmes and NextGen International pathways highlight the company’s commitment to future generations, while modern welfare solutions reflect its focus on employee wellbeing.
The new B2B: Brand To Business
A particularly impactful moment was the intervention by Francesco Capeci, CEO of Kantar Italy and Spain, who presented the revolutionary concept "Brand To Business." Capeci demonstrated with tangible data how B2B brands that are "Meaningfully Different” show greater growth potential and manage to defend premium price positioning. Differentiation, he explained, plays an even more relevant role in B2B compared to B2C in generating purchase predisposition. The expert emphasised how Mapei represents an example of a brand that, maintaining strong differentiation from the origin, continues to build value through innovation and distinctiveness.
Build-to-give & Zero waste by Mapei Canada, winner of the Best Projects Award at Mapei's International Marketing Meeting 2025
Looking ahead
The International Marketing Meeting 2025 concluded with the presentation of the Best Projects Award won by Mapei Canada, a recognition that celebrates subsidiary excellence and encourages the sharing of best practices. Once again, the event demonstrated how global exchange and experience sharing are essential for the success of a Group that continues to grow while always focusing on innovation, quality and sustainability. Future challenges, from integrating artificial intelligence to creating an increasingly personalised customer experience, find in Mapei a company ready to face tomorrow with solid roots and a clear vision for innovation.
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