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Translated by
Benjamin Fitzgerald
Published
Oct 6, 2017
Reading time
2 minutes
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Diesel plays on CEO departure with Facebook video

Translated by
Benjamin Fitzgerald
Published
Oct 6, 2017

Sitting comfortably on chair in a blank room and facing the camera, Renzo Russo made an official announcement on Facebook. Via a short, one-minute film, the owner of Diesel, which forms part of the OTB group, isn't looking for a future social media or community manager. No, it appears to be after a new CEO -- of a different kind.

The Renzo Rosso video released on Facebook -- Diesel


The video is very much tongue in cheek, however. Following the departure of CEO Alessandro Bogliolo, who left for Tiffany & Co. this summer, the Italian entrepreneur announced on Facebook that the search is on for the next "chair" executive officer; someone who must "above all, be good at sitting."

In reality, it's a social media competition that invites viewers to send in pictures, showing their ability to simply sit. The winner, selected October 9 by Renzo Rosso, will be invited to attend the firm's headquarters in Breganze for a week, and will have the chance to meet Rosso, the brand founder, and creative director, Nicola Formichetti.

The recently launched video comes after Diesel's renewal on Instagram this summer, as well as the September debut of a new campaign, featuring a more fun, colourful and light-hearted brand. The new slogan, "Go with the flow," confirms Diesel's new wave of nonchalant cool and its embracing of imperfection, especially poignant given that "nowadays, conformity has become synonymous with seeking out perfection."

The campaign, released by Publicis Italia, was created by  Bruno Bertello and Cristiana Boccassini. The images were shot by Tom Sloan.

Diesel expects, therefore, to keep evolving its brand tone, starting from the autumn/winter 2017-18 season, with a new image, a "chair executive officer" and soon enough, a real CEO.

According to the Italian group, the hunt is still on for the new CEO, who is expected to commence in the role before the end of the year.

In 2016, Diesel revenues grew to 960 million euros, a net result in the red. 

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