Supporting a company through a period of transformation means giving voice to the decisions shaping its development. With this goal in mind, we worked alongside Probios Group to define a targeted editorial positioning strategy aligned with the management’s vision.
2025 marked a pivotal year for the Group, with accelerated growth, new mergers and acquisitions, its first corporate venture capital investment, and the achievement of B Corp certification. Together, these milestones reflect a broader evolution in both the Group’s industrial development and corporate identity, a journey to be communicated through its achievements and the leadership driving it.
Our team worked to define an editorial positioning strategy capable of connecting the different stages of the Group’s growth, identifying industrial strategy, sustainability, and future development as the main areas of storytelling. Our communications work focused on building a consistent and ongoing narrative, placing individual initiatives within a broader strategic vision and highlighting the role of management in leading this transformation.
The media positioning and media relations activity led to two interviews with Renato Calabrese, CEO of Probios Group, published in Repubblica’s Affari & Finanza and Corriere della Sera’s L’Economia. These in-depth features on two leading national business publications gave the management a platform to explain the key drivers of the Group’s transformation.
Through the CEO’s perspective, the narrative connected the milestones achieved with the strategic decisions behind them and the Group’s future outlook. This approach made it possible to move beyond the communication of individual initiatives and provide a broader interpretation of the company’s growth journey and the ambitions supporting it.
For DAG Communication, the Probios Group project demonstrates how strategic media positioning can concretely support and enhance a period of corporate transformation. Connecting business results, strategy, and leadership helps build a distinctive and consistent corporate narrative over time, strengthening authority, credibility, and reputation among key stakeholders.
