Amundi awarded at the 2025 edition of Content is King for best conference

MILAN – With its conference "The Bench. A Chat While Thinking About Retirement," Amundi won the award for best conference in the supplementary pension program, distinguishing itself with an original, simple, and direct communication approach designed to make the topic of pension funds accessible to all. As in the previous seven editions, the Content is King ranking is based on the Conference Performance Index (CPIx), a rating system developed by Assogestioni in collaboration with Finer. The index integrates objective and quantitative components provided by Assogestioni with subjective assessments collected by Finer through feedback from attendees, both in person and remotely.

The appreciation

The Amundi conference achieved very high scores in both components of the index, recording above-average appreciation, particularly for the speakers' ability to engage. The conference's title recalled the iconic sketch by the comedy duo Ale & Franz, the event's protagonists, who, sitting on a bench, engaged in a surreal dialogue about the future, eliciting smiles and reflections. The initial light-hearted tone paved the way for a more serious and concrete discussion on the topic of supplemental pensions, with a speech by Paolo Proli , Co-General Manager of Amundi SGR. Following this, Emanuela Notari, a longevity planning expert, emphasized the importance of planning ahead, taking into account the challenges and opportunities associated with longevity. Francesco Sandrini , Investment Director of Amundi SGR , outlined pension portfolio management strategies, a field in which Amundi holds a leading position in Italy thanks to its decades of experience in open-ended pension funds and mandates for pension funds, foundations, and mutual funds. The conference is part of a long-term commitment to raising awareness of supplementary pensions through advertising campaigns, events, interviews, and training activities. Specifically, on the advertising front, over the past four years, Amundi has launched three targeted campaigns, all using simple language and oriented toward financial education: the first, entirely digital, launched during the Covid period; the second, broadcast exclusively on La7 in the fall of 2023, with a decidedly educational focus; the third, activated in April 2025 on the occasion of the Salone del Risparmio, fully consistent with the conference message, to further strengthen the link between communication and content: “Whatever your retirement dream, now is the time to prepare”, curated by W Conran Design and planned by HAVAS Media.

Clear and immediate language

The recognition received as part of Content is King 2025 confirms the effectiveness of a strategy that focuses on clear, immediate, and accessible language to raise awareness among advisors and encourage client enrollment in pension funds. This is an increasingly urgent need, given that in the near future, the public pension system will no longer be able to guarantee adequate benefits to maintain a standard of living. Debora Pastore , Head of Communication at Amundi SGR, stated: "We designed our conference at the Salone del Risparmio 2025 to combine entertainment and insight, because the traditional way pension funds are discussed too often alienates financial advisors and, consequently, their clients. Winning the Content is King award demonstrates that there is interest in the topic of supplemental pensions if communication is consistent with the target audience and engaging."