The team

Luca Valpreda


+39 349 413 2852

Curriculum Vitae

Luca Valpreda began his professional career in the USA working with leading communication agencies active in finance and IT. After taking a specialist course in media communication at Yale University, New Haven (CT), he returned to Italy where he worked as a free-lance reporter for a number of US and Italian dailies and, from 1985 to 1989, in the Olivetti Communication & Image Division.

In 1989 he founded PDC Produzione di Comunicazione, an Italian-funded PR agency. Among his activities in PDC, Valpreda was directly responsible for the teams involved in bidding for the Italian telephone privatisation tenders, including Omnitel (now Vodafone) and Dixit (now Fastweb). In addition to his work in PDC, Valpreda held other communication and consultancy posts. He was ceo of Technorace (information services for sport and leisure) from 1993 to 1996, deputy chairman of Hansen Worldwide (an international PR agency) from 1999 to 2002.

From 1996 to 2005 he was ceo of Voz! (a visual communication agency). From 2005 to 2007 he was ceo of Sport Production Scarl, the company engaged by the Organising Committee for the XX Winter Olympic Games to organise all the spectator entertainment events at the 2006 Winter Olympics in Turin.

In 2008 PDC merged with the Bologna-based agency Homina to form Homina PDC, of which Valpreda became ceo. On completion of this move, in 2009 he formed Amapola together with a closely integrated team of professionals with whom he has worked over his twenty-five years in the communication industry. A journalist/publicist since 1984, for three consecutive terms Valpreda was a member of the management board of Assorel, the Italian association of full-service PR agencies.


Luca Valpreda has worked in the communication field for 25 years.
He has been involved in projects for many clients, including:

  • Air Dolomiti
  • Assinform
  • ATAC
  • Bracco
  • Directa Sim
  • Elea
  • Getronics
  • IAAF (International
  • Association of Athletics Federations)
  • IBM
  • Impregilo
  • Infostrada
  • Merloni
  • Microsoft
  • Olivetti
  • Omnitel
  • RAS
  • Reale Mutua Assicurazioni
  • Telecom Italia
  • Toroc (Comitato per l’Organizzazione dei XX Giochi Olimpici Invernali – Torino 2006)
  • Unisys
  • Zurich

Sergio Vazzoler


+39 339 447 3382

Curriculum Vitae

PR and institutional communications consultant for public- and private-sector organisations, with a special focus on environment-related issues.

Sergio Vazzoler worked in journalism and PR while at university and began his professional career in 1998 at “Red Hot Peppers”, a Milan-based communication and public affairs agency.

In 2000 he joined the “MR & Associati Comunicazione” institutional and political communication agency, becoming a partner in 2005. At MR he coordinated public and environmental communication and digital PR activities, with a specific focus on local community and local government relations. Key projects included editorial planning and coordination of social reports, sustainability reports and term-of-office reports.

In 2011 he joined the Amapòla agency as Senior Principal.

Vazzoler is a national director of the FERPI Italian public relations federation, with responsibility for the “NIMBY and inclusive decision-making processes” area. He was one of the winners of the RAI “Giancarlo Mencucci” competition, with an original research project on mass communication.



Public-sector organisations and government 

  • Press Office of the Italian President’s Office
  • Tuscany Regional Authority
  • Provincial authorities of Milan, Brescia and Modena & Lodi
  • Municipalities of Parma, Alessandria, Fiesole, Venaria Reale
  • Cagliari Port Authority
  • CGIL trade union


  • Falck Group
  • British Gas
  • Lucchini Acciaierie Group
  • Luzenac-Rio Tinto Minerals Group
  • Maccaferri Group
  • Aimag SpA
  • Edison SpA
  • Edipower SpA
  • Terna SpA


Jane Simpson

Senior consultant

+39 0125 196 0002

Curriculum Vitae

Jane Simpson was born in the UK and graduated in 1975 from the Cambridgeshire College of Arts & Technology with a degree in modern languages. She came to Italy in 1976 to teach English. The following year she joined the Olivetti Group, working as a translator and interpreter with the Press Office in the Communication & Image area.

In 1990 she left Olivetti to handle language services for PR agency PDC Produzione di Comunicazione, which took the name Homina PDC in 2008. In 2010 she joined the new communication and PR agency Amapola, as a senior consultant for language services.


Jane Simpson has worked as a translator for more than 30 years. Organisations she has worked for during her career include:

  • Allianz Ras
  • Assicurazioni Generali
  • Autogrill
  • Bracco
  • Dolce & Gabbana
  • Eni
  • Fastweb
  • Immsi
  • Impregilo
  • Infostrada
  • Italcementi
  • Italmobiliare
  • Italtel
  • Olivetti
  • Piaggio
  • Sace
  • Techint

Alberto Marzetta

Senior consultant

+39 347 277 1548

Curriculum Vitae

Alberto Marzetta began working on a freelance basis in 2013 after more than 10 years’ experience in online communication projects, public relations and editorial project management (storytelling, content, etc.) with communication agencies, business firms and media publications.

An expert in strategy planning, message creation and management of stakeholder listening and communication tools, Alberto handles media and institutional relations and digital PR and social media; development and management of communication events (conferences, round tables, presentations, incentives, etc.); production of ad hoc technical content; development and management of editorial plans; business development.

Alberto began his career in the tourism sector, before moving into communication in the industrial-manufacturing sector, the political and institutional field and, since early 2015, when he joined Amapola, in sustainability, the environment and CSR, achieving his ambition to bring together personal and professional interests.

Today, Alberto combines his work as a senior account and new business development manager in Amapola with consultancy work for leading international industrial groups and copywriting for specialist technical journals.


Alberto’s experience comes from his work with:

MR & Associati Comunicazione (political-institutional communication)
Aigo Comunicazione (tourism)
Hagam Esserincomunicazione (consumer goods)
Be-Side Smart Content Provider (political-institutional communication)

Corporate sector
Comau Robotics (industrial automation, robotics)
R. Wagner & C. SpA (carbon steel)
Tesar SpA (software) srl (energy, engineering, plant)
Domina Vacanze SpA (tourism, tour operating, hotel management)

Blogs and media publications
RMO – Rivista di Meccanica Oggi (mechanics and manufacturing)
Progettare (industrial design)
Tecnologie Meccaniche (mechanics and manufacturing)
Varesenews (online daily) (environment and sustainability)
Ecowiki (environment and sustainability)

Stefano Belviglieri

Production manager

+39 345 653 8296

Curriculum Vitae

As someone with an enduring interest in communication and a passion for music, video and advanced technology, Stefano Belviglieri has followed a career path focused on communication projects using virtually all audiovisual, IT and multimedia tools.

In 1983 he became a partner of the Isaia & Associati communication agency in Turin, where, over a period of more than ten years, he was involved in many major projects, including the “Futurismo e Futurismi” exhibition in Palazzo Grassi in Venice, the Italian launch of the Piaggio Cosa and the Citroen XM and the international launch of the Iveco Eurostar range.

At the same time, he formed and ran the Altrimedia computer graphics agency, where he coordinated the production of material for television programmes including Family Fest (Rai 1) Italiani Brava Gente (Rai 3), Beauty News (Canale 5) and, in cooperation with the PDC agency of Milan, designed the Olivetti TV videographics system for sports events, which made its debut the 1990 world athletics championships in Tokyo 90 and was subsequently used for all other sports, from skiing and Formula 1 motor racing to soccer and basketball.

In 1996 Belviglieri joined the PDC team, working for clients including Olivetti, Iaaf, Omnitel. Beginning in 2001 he moved into television production as director, stage manager or producer on programmes including Sfera (La 7), Mister Web (La 7), Stranamore (Rete 4), Sesto Senso (La 7), Giallo Uno (Italia 1), Speciale Cogne (Italia 1), Il Bivio (Italia 1), Peter Pan on Ice (Italia 1), Scorie (Rai 2), Quello che le donne non dicono (Italia 1), Mash Up, Alice Fish e Crazy Street (Alice Telecom).

In 2009 he joined the new Amapola agency, where he is responsible for television and web operations.



Stefano Belviglieri has wide experience in communications. Clients he has worked for during his career include:

  • Alice Telecom
  • Assinform
  • Brondi
  • Canale 5
  • Centro Congressi Lingotto
  • Centro Ricerche Fiat
  • Centro Studi sul Traffico
  • Citroen
  • Clay Paky
  • Deltamatic
  • Elea
  • Fiat Auto
  • Fiat Ferroviaria
  • Friends&Partners
  • Gruppo Fiat
  • IAAF
  • Italia 1
  • Iveco
  • La7
  • Lancia
  • Martin
  • Maserati
  • Merloni
  • Miller Music Festival
  • Mondadori
  • Olivetti
  • Omnitel
  • Palazzo Grassi
  • Piaggio
  • Sas
  • Sestriere S.p.A.
  • Skf
  • Società Porto di Genova
  • Rai 1-2-3
  • Rete 4
  • Traco
  • Toroc/Sport Production
  • Tour Biagio Antonacci

Michele Frola


+39 335 693 5381

Curriculum Vitae

After working for more than 11 years at Telecom Italia in the management of the group’s real estate assets, Michele took a master’s degree in corporate communication, public speaking and sales techniques.

Starting in 2001 he began his new profession as a sales account manager with a temporary employment agency, gradually specialising in the development of business growth strategies with the acquisition of new clients, covering both product and service sales.

Today, in addition to his sales work in Amapola, Michele is a sales & marketing consultant for companies active in industrial automation.

As someone who has always been active in the social sphere, he also offers professional expertise in relationship building, communication and constructive conflict management.



Telecom Italia S.p.A. (telecommunications)
G.I. Group S.p.A. (temporary employment)
Fredo Italia S.p.A. (food trading)
Silaq S.r.l. (workplace safety consultancy)
I.C.R.E. Automazione Sas (industrial automation)
Safety Kleen Italia S.p.A. (industrial parts cleaning services)

Elena Rossi

Account executive

+39 392 255 1840

Curriculum Vitae

After graduating in Political Sciences and working for two years as an internee before taking the State Examination, Elena Rossi qualified as a Professional Journalist.

She began her career as a contributor to a number of publications in the Alessandria area, with a specific focus on supplements for young readers, and in 2004 began work as a radio reporter with Radio Gold (Alessandria), which in 2010 became the first all-news local station.

Since 2012, Elena has been active in political communication, working on a number of local and national electoral campaigns.

In 2013 she began working as an editor with Amapola.

She is a sports enthusiast (she plays 5-a-side football at amateur level) and is involved in voluntary work through a Catholic poverty-relief association and a centre for women who are victims of violence.


Elena Rossi began her journalistic career collaborating with several media publications in the Alessandria area, before moving into political communication and consultancy work.

Media publications
Radio Gold
Il Piccolo
La Voce Alessandrina

Press Office
Political candidates
Aps me.dea Onlus

Guido Ruffinatto

Account executive

+39 339 429 3426

Curriculum Vitae

Guido joined Amapola after more than twenty years working as a journalist, with press offices and in restaurant kitchens. He has been a contributor for the national newspaper La Repubblica and for local publications, and worked in the press offices of public entities and authorities as a communication and media relations expert.

As a chef, he has worked in Turin and in the UK, gaining experience of French cooking in London.

A lover of fine wines, writing and travel, in Amapola he manages social profiles and, given his experience in catering, food-related storytelling and content.

Today his communication work with the rest of the amapolers is combined with a mad passion for writing, which he unleashes by writing novels and short stories.


Guido has built up his wide-ranging experience by working with:

Newspapers and magazines

  • La Repubblica
  • La Piazza
  • Nuova Società
  • Torino Centro

Press Offices

  • Venaria town council

Daniele Condemi

Video productions


Curriculum Vitae

Lina Franciosi


+39 349 783 6149

Curriculum Vitae

I was a roving accountant at a time when working flexibility used to be seen as a “defect”; now, years later, it means I have built up very valuable professional expertise and life experiences.



Amapola’s partners are Luca Valpreda – the company CEO with thirty years’ experience in business communication – and Sergio Vazzoler, a specialist in corporate and environmental communication and in stakeholder engagement.

Video, web and multimedia production and post-production operations are coordinated by director and producer Stefano Belviglieri.

Alberto Marzetta is in charge of new business development while Elena Rossi is the agency’s chief copywriter and editor.

English language work is coordinated by Jane Simpson.

Lina Franciosi handles administration.