Luca Valpreda

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Luca studied and began his professional career in the USA, working with leading communication agencies active in finance and IT. After taking a specialist course at Yale University, he returned to Italy where he worked first 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, Luca was directly responsible for the teams involved in bidding for the Italian telephone privatisation contracts, including Omnitel (now Vodafone) and Dixit (now Fastweb).

In parallel with his work in PDC, Luca held other communication and consultancy posts. He was CEO of Technorace (information services for sport and leisure) from 1993 to 1996, Deputy Chair 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 Luca became CEO. In 2009 he left Homina PDC to form Amapola together with a closely integrated team of professionals with whom he shares a passion for communication and sustainability.

In 2015 he was one of the co-founders of Dotwords, an innovative start-up in computer-aided translation. In 2017, he became a member of CSR Manager Network (now Sustainability Makers – the professional network).

A journalist/publicist since 1988, for three consecutive terms Luca was a member of the management board of Assorel, the Italian association of full-service PR agencies.

When he’s not working, Luca tries to keep up with his two hyper-active children (and his wife). He is passionate about American literature and music, and his collection of vinyl albums, built up tirelessly since the 1960s, has now reached unmanageable proportions.

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