PAOLA GREGGIO AND THE MONTE-CARLO FILM FESTIVAL
On the occasion of the 8th Monte-Carlo Film Festival de la Comédie I met Paola Greggio, key machine of the festival. It is a pleasure for me to introduce her on Monte Carlo Time
Q: After 8 years has the festival been modified?
A: Our festival is growing with a characteristic: the idea of giving dignity to the comedy. The Monte-Carlo Film Festival de la Comédie was born 8 years ago thanks to a meeting between Ezio and his friend Franco Cauli, a great ANSA journalist, who recently passed away and to whom we dedicated the 8th edition. He was the creator and the artistic director of the “funny festival” that took place in Boario but he wished to give it an international importance. Ezio called Mario di Francesco an me asking us what we thought about. We liked the idea so we pioneered this adventure. From a cinematic point of view, we immediately considered comedy as a slice of everyday life, as it is absolutely focused on common life. We liked the idea of giving visibility to a comedy at the international level, considering that both in film exhibitions and festivals it was not taken into account. Since the first year we had consensus immediately. HSH Rainier III, cinema lover, as indeed all the Sovereign Family, patronized our enterprise. In the past we also had a great President of Jury, Alberto Sordi who strongly supported this Festival.
Q: Why Monte-Carlo as location?
A: Because Monte Carlo is a strategic place for ease of connections, its internationality, its services. They are all essential elements for the success of the event. And of course there is the charm of the Principality.
Q: Did the festival start taking into consideration only the Italian comedy?
A: No, it did not. From the first year the films in competition come from various nations. A Swiss film, I remember, won the first edition of the festival. Often the films in competition are early works. There are also some previews of films coming out in the French or Italian film market.
Q: The soul of the Festival is Ezio Greggio, but he is supported by a great group that works all year long to ensure success of the event?
A: Surely Ezio is the "father" of the event. As for the rest there is a great job, where the co-director of the Festival Giampiero Garelli and me coordinate a good work team. The films are singled out and selected by a committee, specialized in cinematography, headed by Giorgio Gosetti. Then, on the basis of a regulation, a film is allowed or not to take part at the festival. The selection committee is chaired by Mario Monicelli. Our work starts with the selection of films until their vision. Another key aspect is the communication strategy both in Italy and in France. Even from this point of view I am really happy because I believe it has always reached its goals.
Q: How can you explain the idea of a festival devoted only to comedy?
A: In the first place because, as I said before, comedy does not find space in the film competitions even if the recent market researches have shown excellent results for this genre, especially with regard to takings. I think it is a fundamental fact.
Q: If you consider the Italian, French or American comedy, which is, in your opinion, the new entry in the world film market?
A: Certainly Spain with its great directors and actors, but also the rest of Europe
Q: The next targets?
A: To organize the 9th Monte Carlo Film Festival de la Comédie.
FATHER THOMAS WILLIAMS, LC,
host of Liana Marabini: When faith espouses Christian culture
During a series of conferences on Culture and Christianity,we met Father Thomas Williams, LC, before his speech on the contents, in outline, of his latest book, GREATER THAN YOU THINK, bestseller published in English and soon, thanks to Liamar Editions, also in French and Italian.
WHAT IS THE MEANING OF CHRISTIANITY TODAY AND THE COMPARISON BETWEEN GOOD AND EVIL?
Christianity says that there is good as well as evil and believes in reason.
Today, funnily enough, though living in a rational way, people no longer believe in reason. The Catholic Church thinks that there is a reason and a truth to be achieved. This is for the present world a discovery. There is also a moral truth, and the Church defends it: we must seek the truth. It is not enough to be honest with himself, it must also be honest with others. Since time immemorial people is looking for something and many people do not want to seek God, because for them it could be difficult, then they make do with a 'light' spirituality because everyone wants to be himself.
WHAT KIND OF RELATION IS THERE BETWEEN YOUNG PEOPLE AND THE CHURCH OF TODAY?
Both Pope John Paul II and Pope Benedict XVI have done a lot for young people. In my opinion it is important to devote time and necessary attention to give them all they need. Frequently today we do not have either patience or spirit of sacrifice. To have to do with young people’lives is important to give them the basis and understand what could be their obstacles. Only if we understand and know them we can enter into their world. We adults have to commit ourselves seriously. To this end John Paul II was formidable. Through his persistence He wanted to get a win over young people. The old school thought this impossible, for it considered them a lost generation, but he did not desist, he never threw in the towel. Pope Benedict XVI in his own way does the same. He does not have the same personality, but he also appreciates young people. He just uses a different style. In the days of youth this was clear. I hope that all priests and bishops use the same spirit. We must challenge the young, they are idealists, both by nature and by age. They like great challenges and we must challenge them in great undertakings, great missions, great vocations, even asking for their sacrifices. Young people are able to do things bigger than we can imagine. I think it is important to give them a solid basis and an efficient training.
WHAT CAN YOU TELL US ABOUT POPE BENEDICT XVI AND HIS APOSTOLIC WORK?
If in his capacity as man the Holy Father is a beautiful person, with regard to training and ideaology he seems guided by providence. I personally believe that Pope Benedict XVI is a gift to humanity. God gave us two great Popes, two extraordinary figures. God loves us so much and we have to feel graceful for that. They are two men so different, but so united in the deepest sense, two different styles and two different charismas, but always trying to understand the priorities of the Church as well as the needs of man. I think that papacy is now the only voice, the only authority in the world that all look at, even non-Catholics, to understand where the truth is today. As we said before, today men need a guide and it can be found in the Pope. Nowadays authority is very important and we have to understand who we can trust, who can be our guide, and above all we must follow a sure guide. The Catholic Church was founded in this way: the disciples had to rely on the guidance of Jesus and his successors. This is the story of Christianity. Benedict XVI in his latest encyclical on hope says that only God is worthy of our complete trust. Man needs for hope, so he must find he who is worthy of his trust: only so he will find peace.
WHAT ARE THE RELIGIOUS CONFLICTS TODAY?
Even on this theme Benedict XVI was very firm and uncompromising: one can not justify any war in the name of God. A Christian can not make a war in the name of Christ. It is a contradiction to wage religious war against another religion. Religion is not the cause of wars. Using religion as an exuse to make war is a distortion of truth. In my opinion, that is why Benedict XVI has taken a very firm stand on this issue and he strongly rejects the idea that we can make a war in the name of religion. I believe that we should give up considering war as the way to determine a religious supremacy. God does not wish a man converts by coercion: it is not a free religious conversion, it is not God’s will. I believe dialogue is much more fruitful for nations and people. Maybe sometimes a severe dialogue can be of use to persuade or enforce one’s own ideas, but it is still a dialogue, a communication between people, but not war and its victims . In the majority of cases, even the so-called wars of religion are territories wars, where religion is only a pretext to.
WHAT ARE THE ISSUES THAT INSPIRED YOUR BOOK?
The first and the strongest motivation was to be able to answer and advice on the recurring themes of great relevance. I found twenty-seven arguments which I organized into five major themes. Then I phrased questions or blames against the Church and tried to find answers, in the way of small essays. It is not a book to be read at one go, from beginning to end, but you can choose the topic you are interested: Church and science, or history of Christianity, or if religion is good or evil for society and so on. As I studied them, my idea was to give a tool for people who felt disturbed or upset by arguments about the Church's history or philosophy. So I thought it was my duty to take trouble in order to avoid disruption of faith.
HOW DO YOU SEE THE FUTURE OF AMERICA WITH RELATION TO ITS NEW PRESIDENT, ITS WAR FRONTS AND ITS ECONOMY?
I wish all the best to the new President of the United States, even if I have some concerns about him but I hope to make mistakes. I think he did not make important proposals, or he did not express significant ideas for the future. I see a lot of rhetoric, a great capacity of dialectic. It 'a pleasure to hear him speak, but searching in his proposal on what to do I have not found out anything yet. Even if it is a social question and not a faith matter, we Catholics are worried about his position on human life issues, especially the one relating to abortion. Barack Obama was the most liberal in Congress, liberal in the american political meaning, the most left-wing if you like, standing up for abortion in its most extreme form, without any restriction. The preservation of human life is a subject very dear to me. The right to life is what makes a people a civilization. I wonder what are his principles, and I hope he will choose a team of clever advisors able to help him to govern America. On economic front I am not so pessimistic. The situation is undoubtedly difficult but I do not think it will last a long time. I think that governements are already doing something to resolve this crisis. It is a hard moment, but basically the world is not in a bad way economically. We are witnessing the collapse of banks, so it is a financial problem, not relating to productivity. The theme of war for the United States is now past, the main war is going out, USA is winning and Obama will take the credit. But I repeat, my uncertainty about him concerns in particular cultural and moral questions.
Tancredi and Alberto Alemagna: a renewed family style
There are many possible declentions. “T'a” as Tancredi and Alberto initials, the Alemagna brothers who put their heart and soul into a new adventure or, “t'a” as t'amo (I love you). But the hyphen is only one: the Italian sentiment.
Different nature and temperament and yet complementary, Tancredi and Alberto are the fourth-generation of a family that made the history of Italian panettone in the world . They have the same purpose: working well, with the gusto and determination of who commits himself to work at first hand and with family memories as surety.
Tradition and creativity employed to bring back the art of their family, in a contemporary light and supported by an entrepreneurial perspective. Times have changed but the family is still the same: same way to conceive life, product quality, and the ethical dimension of work and enterprise.
It means learning to work well, with gusto and passion for life, with a sense of who commits himself to make his own destiny at first hand.
A new brand and product that combines tradition and creativity, past and present and that explores new trends and turns them into refined and eye-catching products.
Tancredi and Alberto are true to their family tradition: passion, initiative, and care are the same features that they now have exploited in the chocolate output.
They still remember their afternoon chocolate snacks, in company with their grandfather. “Chocolate, professionally made, is the synthesis of history and innovation, quality and refinement. It is a gluttonous luxury to enjoy on your own or to share with at every time” the brothers Alemagna say.
Tancredi and Alberto decided to take into account both quality and design. Selected Italian master chocolatiers and high quality raw materials from South America assure the product quality. The design of an innovative pack in eco-sustainable materials, thought down to the smallest detail, created linear shaped and functional boxes. Externally they are made of a cardboard derived from yeast, and internally, with a tray made entirely of paper industry in cellulose 100%, where chocolates are placed at an angle of 45 ° in favour of use and view.
Exactly 50 years after their grandfather Alberto was awarded the Oscar for the best package, for the famous hatbox shape packaging for panettone, in 2008 the prize was back to Alemagna family. Infact Alberto and Tancredi received the Oscar for the best package in the category of "Quality Design, anniversary, gift ". It is their first important recognition that joins them to the work of their beloved grandfather as well as a good omen for their company.
The two brothers have many similarities: both very sociable and meticulous listeners. They prefer to know things in their essence so they cannot give anything for granted.
They love travelling, learning and exploring, and above all they love approaching the aesthetic sense of beauty: "we love 'beauty in all its aspects – they say in unison - but we do everything with a deep sense of responsibility”.
On the other hand, responsibility has been a faithful companion in their life as well as the promise they made to their grandfather Alberto, that once grown up they would have suggested again the art of family around the world.
Tancredi, born in 1980 under the sign of Ram, is a lively mind, a man of action. He is worldly, extrovert, chatterbox: a born seller! The enthusiasm is in his DNA and optimism his best friend.
He does not go to any lengths. As an entrepreneur he is overwhelming! Everyone who thicks with him ends up loving him because he conveys passions and feelings.
Despite his young age he already boasts a solid training. Degree in Economics at the Bocconi University and a course of study at the University of Bangkok. After, he worked abroad: in China (Hong Kong and Canton) and in New York. Then Tancredi decides to come back to Italy where he worked for several companies.
Just as his great-grandfather Gioacchino, called Gino, he devotes an almost maniacal care to quality. It 'a practical man. In short, he is able to smell situations beyond odours.
He inherited from his great-grandfather also the ability to succeed in everything he does, in a brilliant and almost barefaced way, but always with love. Even in his cheek he recalls Gino "the entrepreneur busboy." He also has a great strenght of will, enthusiasm. He likes to put himself into the game. In a word: enterprise.
When he will grow up, he would like to be a skipper and sail around the world. In the meantime he devotes himself to his new business in a sea of chocolate!
Alberto, born in 1984, under the sign of Capricorn is the youngest of the family. At first more introverted, thoughtful, calm in some ways. He thinks, plans, and knocks the rough edges off.
In October 2006 he graduated in Economics and legislature for enterprise. During his studies at the Bocconi Uniiversity, he went to study at the University of Madrid, Buenos Aires and Richmond in the United States.
Like his grandfather, to whom he owes his name, he looks avidly for newnesses. He travels a lot, and the return baggage is always full of knowledge and new ideas. In his capacity of concreteness, he weaves his web, as he is able to consider products from the industrial point of view, so as to play the role of devil's advocate towards Tancredi’s optimism.
When he will grow up he would like to be ... the mayor of Milan, but for now he is studying to be an entrepreneur.
Thus far they frequented Monaco just for fun, but now they have a new stake in.
Their dearest memory is the celebration of Christmas with all the family the Sunday before 25th December and the cutting of Panettone. Tancredi and Alberto remember that their grandfather reserved to his family the last produced Panettone. He sliced it carefully with his knife and then he served it to his grandchildren with the so long-awaited toys.
... Paraphrasing the famous commercial catchphrase "Ullallah è una cuccagna" ( Oh, it is Cockaigne) – it might say – Alemagna is back.
T'a chocolate is produced in different tastes: milk taste with 40% cocoa from Venezuela mixed with vanilla and malt notes; dark bitter chocolate with 55% cocoa from Equatorial countries, a full-flavored chocolate; Mild chocolate with 66% cocoa from Ecuador mixed with flower aromas. Finally the plain Dark chocolate with 75% cocoa from Venezuela, a persistent flavour chocolate with a touch of bitterness.
TOURISM IN MONACO: A SUCCESSFUL 2007 AND 2008 WILL BE EVEN BETTER
The number of visitors to Monaco has reached its highest ever level in 2007 and this gives cause for optimism in commercial and tourism sectors of the principality. This strong growth is confirmed by Michel Bouquier, the general manager of tourism and congress promotion.
“The tourism growth rate is extremely promising and is the best result for the last four years with a growth percentage of 36 percent overall. The figures for 2007 are very good in all sectors - for example, hotels have seen a 16 percent increase in activity compared to 2006. Business visitors are up 10 percent and are predominately French, English and American. I am pleased to report a return of our American visitors, up by 71 percent. Commerce and catering has benefited from this growth and as regards cruise liners we have also arrived at a most beneficial position with Monaco being the main port of call for all the largest cruise ship companies. We wait with eager anticipation the best season 2008 results and lay to rest the spectre of 2001..."
What is the secret of this recent runaway success?
"There are various different factors that have turned the spotlight on Monaco. The 5 basic markets - France, Britain, US, Germany and Italy have represented about 80 percent of hotel occupation for around twenty years however now this market represents about 65 % of hotel occupancy so we can see the penetration of new international customers from Australia, South America, Russia, and the United Arab Emirates. All this ensures that the principality remains definitely international flavour. Other important elements are the values sustained by Prince Albert, the protection of the environment, nature, the fight against global warming, humanitarian aid, the promotion of culture and sport are all factors that have helped to develop our country into an interesting destination. There has also been modernisation of infrastructure and we are able to offer a varied and innovative program of events throughout the year and every week. All these things together are what makes Monaco a special entity and unique location that attracts tourists, celebrities and famous personalities."
Which countries remain yet unmoved by the charms of Monaco?
"Definitely China, this is a customer base that is always in search of prestigious tourist destinations and we must be ready to invest in these massive emerging Asian markets. 41 million Chinese tourists left their country in 2007and we must believe in the statistics that say that one million six hundred thousand have stayed here in Europe. We think that together with Germany, Switzerland. Norway and Ireland and other European countries, Nice is served by several low cost airlines which connect the European capitals. At the same time we have a project to triplicate Australian tourism which at the moment represents a mere 1 percent of our visitors. Not surprising given the huge distance between the two countries. However we will benefit this year from the Princess Grace Exhibition in Melbourne which should heighten awareness of Monaco as a tourist destination. - As far as business visitors are concerned, specialised marketing campaigns can help amplify our communication efforts. Our work is very much linked with our partners in the business community who are working toward the same aims with the same message."
Who are those most attracted by Monaco?
"Definitively the Italians. Nearly 65 000 transalpine tourists have stayed in our hotels in 2007 closely followed by France with 58 000, the English at 48 000 and then the Americans with 37 000 a year".
So is it your intention to move towards other nationalities?
"Very much so, India, Brazil and South America represent a strong potential market for Monaco. We have 2700 available hotel rooms in Monaco and we aim to have in the principality a season that lasts all through the year. We offer something different to other countries, opportunities to visit for a specific event, cultural activities, garden visits (for the English), nature, concerts (for the Germans) the casino and shopping (for the Chinese) etc."
Do you claim to invest in business visitors?
"Obviously yes – with our slogan “Looking for a place for your business conference or congress? We can offer you the entire country...” We maintain our promises with programmes of hundreds of solutions during a 24 hour period".
In your opinion could an economic crisis be on the horizon?
"It could and after four consecutive years of growth we will always be cautious. There are signs of a recession with the low dollar, the yen that has followed it and the high price of oil and the general investment slowdown but we have taken these factors into account and have adopted the sensible strategy of aiming at the quality end of the market. We aim to consolidate our growth in 2008 perhaps in a more moderate manner as no one can imagine having 5% extra clients. At this stable level we should see hotel room occupancy at a steady 63 percent, and that includes the new Novotel."
What about day trippers?
"It has always been difficult to estimate the number of daily visitors but the visitor structures that exist allow us to make an estimate of about 5 million tourists who come to Monaco just for the day, a figure that doubles in the summer period from June to September. Certainly the exhibition on ‘Grace Kelly’ at the Grimaldi Forum pulled in more than 135 000 people."
The director promised other interesting results which could be achieved with the numbers of cruisers and terrestrial holiday makers and finally Michel Bouquier finished by saying “An attractive range of facilities and attractions awaits business visitors and we are preparing marvellous cultural manifestations for 2008. Here we have energy and verve in reserve to sustain the most important events.”
Jean-Marie FIORUCCI
AN AFTERNOON WITH FERNANDA CASIRAGHI
Q: Mrs Casiraghi, what memories do you have of your childhood?
A: I was born and raised in Milan and my family was a good one although perhaps not in the traditional sense since I never knew my father, who died before I was born. For this reason my mother decided to go and live with my Aunt who became for me a second mother and whom I remember with great affection. Then when my mother decided to remarry, I remained with my aunt who at that time was the owner of a company that imported coal mainly from Poland, Germany and South Africa.
Q: A business woman – that was quite unusual in those days…
A: Exactly and this was a bit of luck for me given that I was able to pursue my studies. When I was 17 years old the Second World War broke out and since my aunt had serious health problems I began to work for the company and make my contribution.
D: And when did you decide to have a family of your own?
R: I met my husband, the son of some relatives, when he was introduced to me in the traditional way of those days. We went out together until the end of the war when finally he asked me to marry him... We were both young and happy. I was 21 years old. Giancarlo was a teacher, his father from Brianza. For work reasons he moved to Valtellina where he lived for twenty years. When he returned to Milan he decided to start working for our company and from that moment, even though we did not realise it we began to construct our company life together.
Q: A couple united in family and in work then…
A: Our characters are completely different, he being intuitive and extrovert, I more introverted and reflective perhaps because of my infancy but surely these differences cemented our relationship as a couple. Our first task was to restart my aunt’s company and this meant, with the coming of the Americans to Milan the decision to change from coal to fuel oil.
Q: What were the reasons for this change?
A: Well, it was a strategic choice because in that period most families in Milan did not have enough money to change their boilers from coal to cleaner and better performing oil. My husband decided to offer those who were prepared to change fuel, a new boiler at our expense and this combined with a five year maintenance contract meant that we gained control of the majority of the household boiler systems in Milan.
Q: One success after another…
A: Yes, it was the right move at the right time and then imagine, at the 1956 Fiera of Milan we happened to meet up with an American company who wanted to go into business producing air-conditioning units. Once again the idea occurred to us to diversify and we took the opportunity and began manufacturing air-conditioners.
The real breakthrough came when we began an important partnership with Total. The Total Group, rather out of context wanted to enter the Milan market, and asked us for help since we had the majority control of fuel oil supply. On top of this came another important relationship, that with the American Carrier Corporation regarding the manufacture of air conditioning units as we were then the market leader in the small unit sector.
Q: With all these big changes how did the company structure alter?
A: Obviously with the passing of the years we have made great progress and the number of employees has gone from 20 to nearly 2000 across the company activity as a whole.
Q: Certainly your life has been one full of business success but have you had the time to develop as a couple?
A: Certainly. During this time our family grew because we had five children: Marco, now an engineer, Rosalba, who became the female representative on the board of the Intesa Bank with her studies at Bocconi University behind her, Daniele who, after a terrible accident at the age of 13 left his studies and moved to London (Completely with my blessing) where he became a very able polyglot accountant, There was also Pierino who we lost at a tender age unlike his brother Stefano who died in the enormous accident that all remember.
Q: The family company has always gone ahead with success, with you present?
A: In all these years my presence on the management board was always an active one. I was absent for the years 1950 to 1954 when my first two children were born but then I returned to the board as my husband found the Managing Director lacking.
D: And the latest change has been the property market…
R: Actually we are well known for this sector but in fact it is not the most important. In reality our property portfolio was born from the fact that after our collaboration with Total came to an end the company did not wish to relocate and so we rented them the office. From this point we decided to diversify our company activity and get into office renovation, construction and other property related business.
Q: A life, a story of a company in continual evolution and change….
A: That is certainly the case, this is the way we have lived our lives. Just think that when Stefano met Caroline I had been to Monte Carlo no more that three times but now with all the events of the past we spend the best part of our time here and above all have chosen the Cote Azure as the ideal summer holiday destination. And even now we spend the summer at our house at Saint Jan Cap Ferrat. It is true that things have changed with time and Monte Carlo is close to my heart, here is lodged a great deal of my past and many friends. I live here in a house that Stefano pressed me to buy but which effectively, together with the property at Fino Mornasco I consider closest to.
Q: in Monaco, as well as being resident you sustain a number of initiatives and your presence at the numerous Italian community events is most appreciated…
A: For three years I have been President of the Association of Italian business in Monaco (AIIM) and this is a task that I shoulder with verve. I feel that I am fundamental in this role so that Italian Business is represented seriously and I act as spokeswoman for Italian interests in the principality as well as between the Italian Government and Monaco.
Q: Let us go back to your intense life, are there any special memories that you would like to share with the readers?
Q: A memory? Well I suppose it must be the incredible emotion that I felt when my husband was awarded a Knighthood in services to Industry at only 44 years old.
Work was very important for us so much in fact that there are moments when I wonder if we did not dedicate enough time our children. However parties were a way of reuniting and spending relaxing times together and I have nostalgia for those days at Christmas that we spent all together with Prince Rainier of Monaco.
Q: What is your opinion of the future of Monaco?
A: I see a great future for Monaco, a great principality. Prince Albert is a generous and able man and will surely perpetuate the Grimaldi traditions with success. This important evolutionally process will be for me rich and stimulating given that I have spent so much time in Monaco.
Actually Mrs Fernanda Casiraghi follows all the family business including property, personally and together with their first born, Marco she activates the family and the companies created in the principality by the late Stefano Casiraghi.
DANIELE BOGIATTO
E-BAY SUPER EXPERT
A WEB RENAISSANCE
Daniele Bogiatto is Italy’s premier e bay expert. He explains: "In 1995 I began to use the internet for simple navigation never thinking that I would one day be able to use it commercially. My first career began in 1991 when I worked organising executive training courses all over Italy but life was complicated and not particularly satisfying. I was always away from home and was unable to dedicate much time to my children. In 2002 I read a book and found out that eBay had a turnover 25 times higher than Fiat and I couldn’t hide the idea that I had a certain interest in it.
I registered at e bay and in a little while I made my first purchase, a XVII century manuscript. I was very happy with my acquisition and the book was exactly as the vendor had described it. My second purchase was the most important moment in my life... I wanted to buy some Lego Duplo for my children and I found a large lot but was unable to contact the vendor via e mail, later he telephoned me and since he stayed in Turin like me, we decided to meet at his house. When I arrived at his splendid villa where every corner was filled with toys, the man spent three hours talking with me about eBay. After three months I had a turnover of 6-8000 euro a month and after six months I closed down my office and cancelled my business contracts so that I could concentrate on eBay alone. Initially I sold the souvenirs that I had bought while travelling, then it was the turn of the objects piled up in my cellar. In 2003 we were the only family in Italy to live on eBay business completely. In 2004 I decided to deliver a training course on how to move about eBay and I was sponsored by eBay Italy. In 2005 I created the figure of a strategic business consultant for ecommerce on the eBay. In 2007 I was nominated single representative of eBay Italy and until today I have the competence to create and develop an on-line business. I have arrived at the stage where I create a unique model to bring your own personal image or that of your company on the web and I can reposition the web around people so that they are at the centre of the system. This is what I think the Web Renaissance and its new interpretation is. Until today a company that wished to advertise had to put themselves in the hands of a dedicated firm who planned communication strategy, mass media or other things, putting forward the ideas that the company wished, whether right or wrong. But now, in my opinion, the media is the person himself who holds huge power, the lad who launches a brand or an idea on the net has the power, not the big companies who invest thousands of Euro in publicity. There has surely been a large power transferral from those who have the ways to power to those who have power in their hands because now you are the media and the media is you. The moment that you go on line, pretence finishes. The web today is a power system and so the power is in the hands of many media that are all the various users of the net with their own value systems and rules. The winning company is the one that has relationships with these users. The amount of money invested is not so important - it is the rules about how you invest it that are important and those rules are not traditional. Even today many communication companies tend to use the guidelines that are in place for off-line communications and achieve nothing but hopeless results. Today there are specific instruments to plan a company position on the web with gradual advertising campaigns that grow and model themselves according to user’s cooperation and habits. The web is without any doubt the biggest innovation that man has ever experienced!"
SEM René Novella: memories of a writer and diplomat
This interview is not based exclusively on SEM René Novella’s role as Secretary of State, but also refers to his life as one of Monaco’s stories... in this lucid interview Novella looks back on a vigorous and energetic life within the principality and close to the Princes of Monaco. As he reviews his past he relives the memories and emotions. His long diplomatic career gave him the opportunity to meet many celebrities whilst his private life was animated by the publication of 25 novels. This interview gives a fascinating insight into the life of the principality with sympathy, sincerity and humor.
SEM René Novella, tell us your best memories of your career?
- The beginning of my professional life was certainly my job as a mathematics professor but I also taught French, Latin and philosophy. At the end of the war I began translating « Nouvelles » by Matteo Bandello, known as the Boccace of Lombardy, from Italian into French. Following that I was lucky to be able to translate the first great work of the literary genius Curzio Malaparte into French and in this I sought to render faithfully the complexity and tonality of the Italian language. Jean Giono and Jean Mistler, members of the committee of literature, Edition du Rocher vigorously put forward my candidature as secretary general of the publishing house but it was only after my marriage on the 18th October 1947 that I took on this role. After a few years I became responsible for the National printing Service and later still became the head of Monaco’s Library. During these years I took on other important posts such as the Secretary General of UNESCO, delegate of the French Language Institute and for a short time I was Cultural Affairs Secretary. Finally I became the Director of the Ministry of Public Instruction in which Monaco and was known as chief of National Education and it was at this time that I started to get to know Prince Alberto II who was beginning his scholastic career, and of course his mother, Princess Grace, who was naturally interested in his schooling. On the eve of my sixtieth year, Prince Rainer III gave me the post of Ambassador to Rome, and after 18 marvelous years in Italy, when I have to admit I felt that my service to the state was practically finished, Prince Rainer III called me back again. He needed me at his side during the last years of his reign and felt that my help and experience would be invaluable in the guidance of his son Albert. And I have continued this work in my present role as Secretary of State.
What exactly does the role of Secretary of State involve in the principality?
- I am responsible for the Palace of Monaco and my most important function is to countersign Royal Decrees signed by the Princes of Monaco. The most interesting occasions were the two times when I felt that I could not countersign. Those were when Prince Rainier wished to pass a royal degree to modify the succession and I disagreed with this. The second occasion was less important but was still something I felt passionately about as a writer – the freedom of the press. Prince Albert wanted to be able to guide themes in the publication of various journals...
How do you explain the success of the Principality di Monaco?
- Surely the success of Monaco is due to three important people: Prince Rainer III, who was a patron of literature and the arts and a great builder, Princess Grace, who with her fairy tale marriage, took Monaco onto the International Scene and her son Prince Albert II, who has traversed his role from prince incumbent to reigning sovereign and now travels the world building up important relationships with the International community and working to save the environment and solve the problems in our world.
What is the true face of Prince Albert II?
- As I have already said, S.A.S Albert II followed his educational career with a serious and disciplined attitude and attended a state school as was his father’s wish. Adolescence saw him coming to terms with his future and now as Prince he is always ready to listen to people and he is lucky to have an exceptional memory and perfect attention to detail.
How do you respond to questions about the fiscal situation in Monaco?
- I hear the same hackneyed phrases about the so called ‘Fiscal Paradise’ here in Monaco every day but I believe that there is no country in the world today that can create wealth without offering some sort of fiscal incentives... Many years ago we had a very different economic situation here. When Monaco lost control of Menton and Roquebrune, 90% of the population (95% of which were completely dependent on the cultivation of citrus fruit and olives on that land) lost everything...
Carlo III had the idea of bringing gaming in from Germania and Belgium. Through this we saw the creation of the lower beach front and the railway terminal. That in turn saw the beginning of the new area of Monte-Carlo. After just two years this new wealth began to influence the principality and from that moment the society SBM began to administer 80% of the state budget and create hotels, offices and public services. Why do we still benefit today from the absence of direct taxation? Because the prince who reigned all those years ago suppressed direct taxation, maintaining other types of indirect taxes and fixed fees to generate wealth for those resident and working within the Monaco area and still today this right to decide taxation is maintained.
Tell us something about your literary work?
- I was fortunate enough to have the encouragement of Curzio Malaparte, who urged me to write after I had translated his books and thus I passed from translation to creating my own stories. I began with a school text book on the history of Monaco, and after that I wrote several novels, my favorites being a ‘’A friend in the moon’ and ‘Two country clerics’. Now I have decided to write my memoirs in proverbial form and the present title is: ‘the mottos, expressions and phrases that are my life’.
What do you hope for in the future ?
- I hope to work away and see my new book come out and I’m also working on the translation of my previous book ‘Those rocks that were then’ into Italian. Did you know that in 25 years I have written 25 books?’
How do you see the future of Monte Carlo?
- The future of the principality will be surely as its past, that is to say the continuation of the reign of the Grimaldi royal family who have created all that we have today. And now we have a sovereign who is descended from a great dynasty and is surely at the same level as his ancestors.
So what would you say to Prince Albert on his birthday?
- I wish him all the joy of a long healthy life and the best of luck in his numerous projects and travels…
After this interview I became aware of the close affection that Monaco has for SEM René Novella, who is considered a kind of living memorial to the principality as well as being a man of great culture and sagacity. I am proud to be able to put into word his vision of a life lived to the full in three important aspects literary, diplomatic and administrative.
Jean-Marie FIORUCCI
* SEM René Novella was born on the 6th of February 1922. After his studies at the lycée Albert-Ier de Monaco, he went on to study in the best college in Aix-en-Provence. Then he began a long and prestigious career in private teaching and publishing. He became the administrator of the public Library, general secretary of Culture and Conventions, director of National Education, Italian ambassador, and finally secretary of state. Meanwhile, he became chairman of the following: National Committee for Unesco, Television Festival, Dialect Academy, Monegasque Language Committee, Pen Club of Monaco, C. Sangiorgio Foundation. He has published historical text books, autobiographical books and novels. He is also famous for his translations of various Italian literary master-pieces, the majority written by Curzio Malaparte. Novella is the author of numerous articles and precis in many literary works and there is a university theses devoted to his work. Awards and titles include: Grand Officer of the St. Charles Order; Grand-Croix of the Grimaldi Order; Commandeur of Culture Order; Commandeur of the Order of Academic Palms; Officer of Military Sovereign Order of Malta; Officer of French Honour Order; Unesco silver medal; Chevalier of the Order of Honour Legion; Honorary Commandeur of constantinian St. George Order; Grand Officer of the Honour Order of the Republic of Italy.