From Realtà Mapei International n° 79 - 3/4/2020
“Communication is half of the battle”, so it says in her office, a motto that always guided her work.
Adriana Spazzoli first began working on communication for Mapei through Spazzoli Studio, which she set up in the 1980s to handle the company’s public and press relations.
She then went on to set up the Mapei Marketing and Communication Department in 1984, when she became the Mapei Group’s Director of Operational Marketing and Communication Department, coordinating image- making and communication operations for over 80 subsidiaries around the world.
Her works also included devising various means of communication to strengthen the brand worldwide through various channels, most notably sport, classical/opera music, art and sustainability.
As she proceeded with her work, as well as forming an increasingly numerous team of people inside the company, Adriana Spazzoli also worked with various agencies, with whom she created numerous advertising campaigns and successful events.
She always said it was hard to communicate and provide information about Mapei products because they are not visible, they are hidden under floors and inside structures. This meant you always had to come up with something special.
In 1993 Mapei joined the world of cycling and introduced a revolutionary new form of sponsorship by getting actively and enthusiastically involved in every aspect of team life (every victory, every interview and every presentation), transferring its own corporate philosophy into this new realm.
Under the leadership of Ms. Spazzoli, the team jersey worn by the riders made the name "Mapei" familiar all over the world thanks to its distinctive pattern of coloured cubes: a coordinated image was created covering everything from the team’s cycling kit to the packaging of the company’s products.
The team was so successful it was at the very top of the international cycling rankings for nine years: the slogan “Winning together” was created - that accompanied corporate communication operations for a very long time - along with advertising campaigns involving cyclists and company products, such as Tony Rominger’s hour world record when the speed of the rider was compared to the speed with which Mapei products set and harden.
Mapei continued its involvement in cycling, a sport that is particularly popular in the building industry, by sponsoring both minor races and major events like the UCI Road World Championships - which it has been sponsoring since 2008 – thereby continuing to be highly visible internationally.
In 1996 the Mapei Sports Service centre was set up, getting involved in numerous sports sponsorship and communication projects over the years.
Thanks also to this partnership, a new enterprise was set under way in 2005, Mapei Day, a major two-day event held in Bormio (northern Italy) to celebrate sport with the company’s customers organised in partnership with Banca Popolare di Sondrio, Mapei Sport and Unione Sportiva Bormiese. Mapei decided to associate its name with the traditional Re Stelvio cycle race up Stelvio Pass, introducing a non-competitive cycle race, half marathon and fun run.