Casta Diva's goal: to become the best place to work for GenZs

On the one hand Live communication, on the other Video production. Casta Diva, the historic Milan-based marketing and events group that ranks 107th in the Leader Growth ranking, travels on these two legs. The year 2023 closed with a turnover of 111 million, the novestrale of the group listed on the Milan Stock Exchange marks 82 million in revenues plus another 19 million in backlog: within reach, in short, is the goal of 120 million in turnover at the end of the year. "On an overall level our business is doing well," emphasises Andrea De Micheli, co-founder and CEO. "If we look at the Video production segment, which is worth a quarter of our turnover, we started slow but are catching up very well. We entered the TV programme field by collaborating with Rai and Amazon. In particular for Rai,' De Micheli continues, 'we are doing the afternoon programme La Porta Magica with Andrea Delogu on Rai 2: the first episode was greeted by an audience twice the network average. This daily programme will go on until the end of the year and even into 2025. Then we have possible drama productions in the pipeline, a very interesting option because this type of product implies higher revenues'.

In video productions Casta Diva is also growing through acquisitions: the latest is that of E-Motion, a company that makes videos for companies with cheaper productions than Akita Film and Casta Diva Pictures, which are the group's strongest brands. On the live communication side, Casta Diva operates through G2 Eventi, Genius Progetti and Blue Note, the Milan branch of the world's most famous jazz club. "The segment is travelling well," comments the CEO. "The difficulty, if anything, lies in finding good, qualified freelancers to accompany our permanent employees when there are peaks of work". In order to grow in events, they are looking with interest at pharma ('We have hired three managers who come from companies in the sector and next year we could see important results,' explains De Micheli) but also at large celebratory events: 'We are acquiring the company Angelo Bonello with which we will take care of the Paralympics closing ceremony in Milan-Cortina in Cortina. But De Micheli, in order to grow, is looking above all at Gen Z, the generation that expresses 30 of Casta Diva's total 200 employees: "On 18 November," says the CEO, "we will launch Project Z to empower two members of this generation who will enter the front line, on the basis of a project that will be voted on by them. We will fund and implement these projects in order to become the best place to work for Gen Z'.