I have known Ennio Doris since 1986, 35 years ago. I was the first reporter to tell about the Day, for which I was a special correspondent, the story of this young man who was a financial promoter in the Padua area, but had the great dream of becoming a banker. He had put me on this unedited one journalistic track a good colleague who died prematurely, Giovanni Belingardi, who, after years al Courier service, had just taken over the management of the press office of the Fininvest from Silvio Berlusconi.
It was he who brought me from Doris and let me tell you about the decidedly original beginning of your professional history. “I had read about Silvio Berlusconi who, in an interview with the monthly Capital, addressing the most ambitious young people, had launched an invitation: if you have an idea and a business project, look for me, we will work together. And I did it “. But with one ploy: Doris he studied the habits of the rising tycoon of Arcore and he discovered that he used to spend many weekends in Portofino and take a walk in the square.
So it is waited for days as a hound and when he saw it appear in front of the legendary restaurant of the Puny jet set, did not hesitate to introduce himself to the future Cav ea propose the deal: do we found a bank together? A few weeks of analysis and testing and he was born Mediolanum, half Doris and half Berlusconi. And Doris became a partner of the most liquid man in Italy, the only one who ever managed to even become a partner of Berlusconi. Champagne for them and champagne for me who had told a gluttonous first fruits on the big day.
Since then the Doris’s dream has come a long way, thanks to his revolutionary approach to the bank: a credit institution based not on branches and paperwork, but on the famous family bankers, bank consultants, real asset managers not necessarily millionaires, who went to houses to collect savings and reassure us by putting us face and heart. There, in this reversal of the marketing approach – direct contact, first by phone then, riding the digital revolution, via the internet – lay the great intuition that brought Doris and Mediolanum rapidly and increasingly to success.
A ie dematerialized bank, digital. Without the expensive and plethoric branches and without stamps, signatures and countersignatures of the burdened traditional banks, but with many “family bankers” who took charge of the retirement and liquidation of thousands of Italians, accompanying them at all times, even with a simple video- phone call, in portfolio choices and strategies. And it was the extraordinary entrepreneurial success, with record performance in the collection of managed savings and profits galore. Competition floundered and Doris ran like a hare grinding spectacular results.
It was not difficult for the banker-innovator to enter the control room of financial power, sitting down in the parlor of the strong powers of Mediobanca and carrying with it accordingly Silvio Berlusconi, which in piazzetta Cuccia he had always been little loved and in many cases opposed.
In recent times, at the first signs of illness and loss of lucidity, Doris had wisely taken a step backwards by launching her son Massimo at the helm of the bank, with perfect timing and full compliance with the textbook rules of healthy succession. grow and credit among employees, customers and the financial establishment, under its protective wing.
(Continued …)
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