Where are you originally from, and where do you currently reside?
I’m originally from Brindisi, in the south east of Italy, famous for its olives and grapes. I moved to Belgium in 2014, originally living in Antwerp, then in Brussels before making the short journey to Ghent, where I have resided for the past six years.
What do you enjoy doing in your free time? Any favourite sports or hobbies?
When I’m not working, I like to stay active and will generally try anything once. Travelling is a passion, and working for a global manufacturer definitely helps. When I get the opportunity, I like to explore and go hiking, as well as bouldering. Beyond that, my days are often filled with socialising with friends and sampling fine wines and beers from around the world.
How did you get into the AV industry, and what was your journey to your current role?
While I have devoted my entire professional career to AV, my first ever job was working in a vineyard in my home town in Italy, analysing grape quality. I bet no one has given that answer before. Strangely, it was this experience that piqued my interest in technology, as my employer at the time was one of the first to invest in a technology that used a screen to display the level of sugar found in each grape – vital for wine making, and its value. My mother still works there today!
From an AV perspective, my first job was at GICOM Srl, an AV system integrator in Italy, where I held the role of engineer technician. I loved it and knew quickly this was the career path for me. I gained an incredible insight into the AV industry, and, more than that, it helped me understand the potential and also some of the limitations. I was always identifying ways things could be better – something I have taken on board in my roles at PPDS and in developing new solutions. I put myself back in the position of a system integrator and try to picture a project. What do I need? What’s missing? What would make this better? All of my experiences have brought value to my roles at PPDS. I joined in 2015 as an application engineer, progressing to product manager, first on a regional level and now a global one.
What are your thoughts on the future of the industry? How is your company addressing potential challenges?
I think the AV industry is in a strong place, with adoption of AV solutions – such as dvLED, digital signage, ePaper and the like – continuing to grow at pace. It’s arguably more evolution than revolution right now, but that’s a good thing.
As a business, you never stop innovating, so design, sustainability, compatibility and versatility are key. We’re also reaching a stage where the availability of these types of solutions is more accessible and affordable, providing greater opportunities for smaller businesses, councils and the like to enjoy the benefits.
Any exciting news you’d like to share – upcoming projects, tech developments, or future plans?
We have some incredible projects we’re working on right now. Our exclusive partnerships with Oracle Red Bull Racing and FC Barcelona continue to grow and bring opportunity to evolve. FC Barcelona’s renovated Camp Nou stadium has now opened its turnstiles, and glimpses of our Philips dvLED are visible inside for the first time. That will continue as the stadium is completed, both inside and outside. We’ve also just completed the installation of new scoreboards for PSV Eindhoven, so you can see our impact in the sporting arena is really growing. There are many more, but I can’t say more at this moment.
Of course, one of the biggest buzzwords right now is AI, which cannot be ignored. We’ve seen a huge rise in interest from our partners and customers, and we’re responding, ensuring our solutions are compatible with their AI workflows. Processing power is imperative. We’re also introducing our first AI-ready signage – and that’s just the tip of the iceberg of what’s to come.
What excites you most about working in AV every day?
It’s an exciting industry. Working on a global scale, every day is different – new challenges, new achievements, and even new obstacles to overcome. I also get to work and collaborate with a host of different people, many of whom are now among my closest friends. The AV industry holds some incredible opportunities, and that’s something that should be more widely known. Many people stumble into AV rather than aspire to be part of it from a younger age. For me, it’s a chance to work with a great team, travel the world, be at the forefront of technology, and be part of some incredible projects. There aren’t many careers that offer that. Is this taught in schools? I’d say no – but I believe it should be.
If you had to predict one major shift in the AV industry over the next decade, what would it be?
I wish I had a crystal ball, but given the current landscape – looking at both technology and economy – I’d say the retail media industry will give the final push to the digital signage industry to move away from hardware selling towards becoming a real solutions provider. Digital signage will shift from a cost to a revenue generator, playing a pivotal role in the delivery of – often targeted – advertising.
What’s the most valuable leadership lesson you’ve learned during your career in AV?
It may sound obvious, but having belief in yourself is key. Equally, working for a company that allows your voice to be heard – whether as an AV/IT manager, integrator or manufacturer – is, for me, vital. If you’re passionate about something, let everyone know. Speak up, offer your views, share your ideas and make sure everyone in the room knows your name. Don’t be a wallflower. And whatever level you’re at, whether starting at the bottom or at the top, always treat people with respect. Make sure you’re celebrated and missed if and when you leave.
What advice would you give to someone looking to build a successful career in pro AV?
Go for it, but be flexible and mindful. The AV industry offers an incredibly broad spectrum of jobs and responsibilities. You don’t tend to just “work in AV” – you have a role within AV. My career has been extremely varied. Working as a system integrator gave me incredible insights and experience, but it also gave me ideas about how things could be better or done differently. I had an open mind about my career, and I encourage others to do the same. You never know where you’ll end up.
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