Lorenzo Bertelli , CMO and head of CSR for the Prada group, spoke at a conference organised by Deloitte at their Milan corporate headquarters on October 21. Bertelli covered a wide range of subjects, starting with his joining the group. “I was never pressured to work in the family business,” he said. “I was good at motor racing. I raced for 15 years and nearly won some major titles. I was close to signing a contract, but the team pulled out at the last minute. When I decided to quit racing, I joined the family group for the challenge. The sporting world teaches you how to race faster than your rivals. I brought this spirit into my work. I’m extremely competitive, though in the end health, relationships and friends are what count.”

Bertelli, son of Miuccia Prada and Patrizio Bertell

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