Company: Banca Mediolanum SpA
Brand value: US$999 million
Headquarter city: Basiglio, Milan
Year formed: 1982
Banca Mediolanum provides consumer banking, insurance and asset-management services to more than 1.2 million customers in Italy. It was founded as Programma Italia SpA in 1982 by Ennio Doris, the current chairman, and became known as Banca Mediolanum in 1997. The brand’s mission is to provide “Freedom in Banking”, and it positions itself as an innovator, providing personalized services adapted to consumers’ needs. Online advice is available, as well as through a network of 4,300 affiliated advisors around Italy known as “family bankers”. The brand is active online and on television, and ads have for many years featured Ennio Doris. In recent time, Ennio has appeared alongside his son, Massimo, who is CEO of Banca Mediolanum, and now Massimo features in advertisements alone. Ads always follow a similar format with a very clear explanation of the services available and end with the message: “Costruita Intorno a Te”, which means “Built around You”. The company operates in Monaco as Bankhaus August Lenz & Co. and in Spain as Banca MeSpain. Fininvest owns just over 30 percent of shares; Ennio Doris has a similar stake. Shares are traded on the Milan Stock Exchange and are part of the FTSE MIB index.