i soFTPoWER CONFERENCE 31st august 1st september 2020

the soft power club

International dialogue and cooperation are MEETING IN VENICE - BOTH IN The last decade has witnessed progressive Will international discourse about Internet going through a deep crisis, yet they are breaking-up of trust among Nations, between and social networks be inevitably dominated more important than ever. A renewed Soft Power PERSON AND REMOTELY - THE citizens and institutions, between institutions by real time, emotional approaches, and by can foster mutual understanding SOFT POWER CLUB WILL ASK ITS and business. How to rebuild such trust and post-truth and manipulation? How can digital among Nations and their citizens, while MEMBERS AND PARTICIPANTS make it instrumental to promoting pragmatic instruments –that are led by global compa- benefiting cultural diversity and pluralism, TO EXPRESS THEIR OPINION AND multilateralism and promoting effective pu- niesmore powerful than the great majority of business and global trade, whilecontributing to blic-private partnerships? Countries - contribute to a new, citizens’ Soft fighting and reducing inequalities. PROPOSALS ON THE FOLLOWING Power? ISSUES: When Joseph S. Nye, Jr introduced the concept of Soft Power - 30 years ago - the world was in ‘unipolar’ mode; the USA, after winning cided to step down from any po- Chairman of the Centre for a Sustain- Is a humanistic approach to globalization still President, Soft Power Club litical-institutional position, and to able Future (a nonpartisan think tank the Cold War, was aware of the need valid proposition? If not, which are the alter- manage both professional and not- on climate change and environmen- of value-based international order. In the words natives? Francesco Rutelli (, 1954) is for-profit activities. ANICA, the lead- tal issues). of Henry Kissinger, “international power depends currently the President of ANICA (Ital- ing national association, elected him He created Videocittà, the inno- not only upon the balance of hard power, but also Will national geopolitical interests irreversi- ian Association of Cinema, Audiovis- unanimously to represent the Italian vative Moving Images festival (2018- on perceptions of legitimacy”. ual and Multimedia Companies). Cinema and Audiovisual industry, in 2019). blyover power international dialogue and col- Married to the journalist Barbara this very transformational time. Degree in Landscape and Environ- laboration in the coming decade? Palombelli; they have four children He leads many international initia- mental Planning and Design (La Sa- The second decade of the twenty-first century and two grandsons. tives in the fields of culture, creative pienza University, Tuscia University). marks a sea change in attitudes. International Will Europe be able to meet its commitment Deputy Prime Minister and Minister industries, cultural diplomacy and Diploma in International Organiza- institutions and multilateralism are perceived as to build a new strategy for sustainable growth of Culture of (2006 - 2008). international dialogue. Among them: tions (Italian Society for International increasingly weaker, while global based on the EU Green Deal? Will the EU Gre- (1993 - 2001), elected Honorary President, Institute for Cul- Organization, SIOI). Doctor Honoris with the highest popular support ever. tural Diplomacy, Berlin, 2013-2015; Causa (John Cabot University; Tem- interdependence is in fact more inescapable than en Deal be an international outcast or a glo- Under his leadership, many crucial President, Institute of European Dem- ple University; American University, ever - witness pandemics and climate change bal leader? infrastructures, cultural venues and ocrats, Bruxelles, 2020; Co-chairman Rome). Honorary Academician, Ac- that affect all humankind. institutions were created. of the Italian-Chinese Cultural Forum, cademia delle Arti del Disegno (the How can creative and cultural industries con- Member of the established by the Governments of It- world’s oldest Academy), Florence. We know that national interest is, and will tribute to international cooperation and to from 1983 to 2013; five times elected aly and China, 2017-2020; Coordina- He is a journalist, since 1983. In in the Lower House, once in the Sen- tor for the Ancient Cultural and Reli- 2014, he created a small company remain, crucial in the global arena. To healing, instead of exacerbating, fractures ate. Member of the European Parlia- gious Roads Group in the Pontifical (“Italian Experience”), giving advice counter the risk that it leads to extreme among Nations and communities? ment (1999-2004). Council for Culture. to international (USA, GCC, UK) and polarization and new conflicts, we intend to Over the time, he has chaired the He curated, with “Meeting of Civ- national companies on issues related support multilateral collaboration, based on Would a new Soft Power, based on inclusion, Human Rights Committee (Camera ilizations” Association, the Exhibition to culture, tourism, and economic de- dialogue, creativity, innovation, reliability and trustworthiness, be able to pro- dei Deputati); COPASIR (House and “Rising from Destruction. Ebla, Nim- velopment. Senate Intelligence Overview Com- rud, Palmyra” inside the Colosse- He has recently activated a brand enhanced role of civil society, transparency, vide guidance to international choices by the mittee); Special Government Com- um (October-December 2016). He is new ‘Civic Service School’, aimed at vibrancy and accountability in the use of private sector? missioner for the Jubilee 2000. founder of Cultural Heritage Rescue training young citizens in the Italian Internet and social media. Since 2013, Francesco Rutelli de- Prize. He is also the founder (1989) and Capital City. 31 st aGENDA august

Climate Change and sea-level rise: potential disruption and possible solutions. The role of Europe

h 16.00 - 17.30 Videomessagge Fondazione Giorgio Cini Isola di San Giorgio Maggiore

Welcome address Eu Commissioner for Economic Affairs PASQUALE GAGLIARDI Secretary General Speakers Fondazione Giorgio Cini ALESSANDRO LANZA Enea - member of the Board of Directors; Introduction Luiss University Rome and coordinator ROHIT JIGYASU FRANCESCO RUTELLI Project Manager Urban Heritage, Climate Change and Disaster Risk Management, ICCROM Speakers (videomessage) PIERPAOLO CAMPOSTRINI ANTONIO NAVARRA Director CORILA, Consortium for President CMCC coordination of research activities (Euro-Mediterranean Center on Climate Change) on the Venice lagoon system YANN WEHRLING ALESSANDRO CODELLO French Ambassador in charge of the Environment, Theoretical physicist, Long Data Ministry of Europe and Foreign Affairs perspective on Acqua Alta, Ca’ Foscari ECLT, Universidad de la Republica, Montevideo, Uruguay ERASMO D’ANGELIS Secretary General, Central Italy District Authority With the financial support of the 1st 1st september september

Shaping a sustainable multilateralism. Towards an effective and pragmatic How the fashion industry can contribute multilateralism in a post-Covid scenario: how to build trust to sustainable development among Nations and what is the role of global organizations, business and citizens in shaping a new Soft Power approach?

h 11:00 - 12:30 Speakers h 15.30 - 18.00 Remarks Fondazione Prada SIMONE VENTURINI Fondazione Giorgio Cini DARIO FRANCESCHINI Ca’ Corner della Regina Deputy Mayor for Social Welfare Isola di San Giorgio Maggiore Minister of Cultural Heritage and Economic Development, City of Venice and Activities and Tourism Welcome Remarks STEFANO PATUANELLI Welcome address ROBERTO CICUTTO Minister of Economic Development President La Biennale di Venezia CARLO MAZZI GIOVANNI BAZOLI Chairman Prada S.p.A. CARLO MARIA FERRO Chairman Fondazione Giorgio Cini DAVID SASSOLI Chairman of ICE - Italian Trade President European Parliament Introduction & Investment Agency Welcome Remarks (Live from Brussels) FRANCESCO RUTELLI MARIAROSA CUTILLO President ANICA Chief of Strategic Partnerships, UNFPA Videomessagge (Italian Association of Cinema, Audiovisual and Multimedia MATTEO LUNELLI Companies) and Soft Power Club Chairman Altagamma Foundation Introduction JOSEPH S. NYE, JR

Moderator ANA LUIZA FRANCESCO RUTELLI Professor Emeritus CLARA TOSI PAMPHILI M. THOMPSON-FLORES President Soft Power Club Harvard Kennedy School Historian of applied arts Director UNESCO Regional Bureau Author of “Soft Power” for Science and Culture in Europe, Venice Moderator MARZIO GALEOTTI STEFANO STEFANINI LUCA BERGAMO Professor of Energy and Environmental Director Project Associates, Brussels Deputy Mayor of Rome Economics, University of Vice-presidency, Committee on Culture UCLG YANN WEHRLING (United Cities and Local Governments) French Ambassador in charge of the Members of the Soft Power Club, members of the Environment, Ministry of Europe Steering Committee and other selected guests will and Foreign Affairs animate the debate. the Pontifical Council for Inter-religious Dialogue Irina Bokova Lord Browne is presently Chairman of the Crick soft power club at the Vatican. Prince Hassan is co-founder and Former Director-General of UNESCO Institute, Chairman of the Trustees of the QEPrize Chairman of the Board of Trustees of the Founda- for Engineering, Chairman of the International tion for Interreligious and Intercultural Research Irina Bokova was born on 12 July 1952 in Sofia Advisory Board of the Blavatnik School of Gov- members and Dialogue (FIIRD). Now President Emeritus, (Bulgaria). She has been two terms the Director - ernment at Oxford University, and Chairman of Prince Hassan was Moderator of the World Con- General of UNESCO from 2009 to 2917. She grad- the Courtauld Institute of Art. Lord Browne is the ference of Religions for Peace (WCRP) from 1999- uated from Moscow State Institute of Internation- author of five books, most recently Make, Think, H.H. Prince El Hassan Bin al Talal 2006. al Relations and was a Ford Foundation Fellow Imagine: Engineering the Future of Civilisation. Crown Prince of Jordan Prince Hassan has long had an active en- at the University of Maryland (Washington), and gagement with environmentally focused organ- attended an executive program on leadership Yuan Ding His Royal Highness Prince El Hassan bin Talal isations, in particular the Trans-Mediterranean the John F. Kennedy School of Government (Har- Vice President and Dean CHINA EUROPE was born in Amman in 1947. HRH is the youngest Renewable Energy Cooperation (TREC) Network, vard University). As Director General of UNESCO, INTERNATIONAL BUSINESS SCHOOL – CEIBS son of Their late Majesties King Talal and Queen and the Jordan based Badia Research and De- Irina Bokova was actively engaged in the efforts Zein El Sharaf, the brother of His late Majesty King velopment Program (in co-operation with the to adopt UN Agenda 2030 for Sustainable Devel- Prior to joining CEIBS, he was a tenured facul- Hussein, and the uncle of HM King Abdullah II. British Royal Geographical Society). Prince Has- opment. She was particularly active in defence ty member of HEC School of Management, Par- HRH served as Jordan’s Crown Prince from san recently served as the Chairman of the UN of cultural heritage in conflict in Mali, Syria and is, . He is member of European Account- April 1965 until January 1999. HRHs early school- Secretary- General’s Advisory Board on Water Iraq and in denouncing extremists’ destruction ing Association, French Accounting Association ing was in Amman. He later went to Summerfields, and Sanitation, UNSGAB and continues to work of heritage as a tool of war, which lead to the and American Accounting Association. Dr. Ding followed by Harrow and then Christ Church, Ox- on water related issues as the Chairman of the adoption by the UN Security Council of several has acted as editor and editorial board member ford University from where he graduated with a High Level Forum for the Blue Peace Middle East land mark resolutions on the link between main- for many international academic journals in ac- B.A. (Hons.) in Oriental Studies. Prince Hassan plan. taining peace, security and the protection of cul- counting and auditing. In 2014, he was ranked chaired the committees overseeing Jordan’s first HRH Prince Hassan is the author of several tural heritage. Irina Bokova has received state 13th among the list of the world’s 27 most cited development plan (1973-1975) and the three sub- books, articles and papers, which have been in- distinctions from countries across the world and researchers based in mainland China in the cat- sequent development plans (1976–1980, 1981–1985 cluding A Study on Jerusalem, Search for Peace, is Doctor honoris causa of leading universities. In egory of Business Management and Accounting, and 1986–1990). HRH had a critical role in the Jor- Palestinian Self-Determination and in 2004 in May 2020 she was elected as International Hon- according to Elsevier. Dr. Ding has been giving dan-Israel Peace negotiations that culminated in collaboration with Alain Elkann, To be a Mus- orary Member of the American Academy of Arts lectures in financial accounting, financial state- the Peace Treaty between the Hashemite King- lim: Islam, Peace and Democracy. Fluent in Ara- and Sciences for 2020. Currently, she is a Member ment analysis, international accounting and dom of Jordan and the State of Israel in 1994. bic, English and French, HRH also has a working of the Board of “Ban Ki Moon Centrefor Global corporate governance at the level of Master’s of A pluralist and staunch campaigner for the knowledge of German, Spanish and Turkish. He Citizens”, Memb er of the Concordia Leadership- Science in Management, MBA, EMBA and PhD in rights of all to live in peace and dignity, HRH es- studied Biblical Hebrew as an undergraduate. Council, New York, Lecturer on “Cultural Diplo- Europe and in China. At CEIBS, he co-founded tablished the Arab Thought Forum, the Royal In- Prince Hassan is the recipient of numerous hon- macy” at the School of International Affairs the first CFO open programme in China in 2005 stitute for Interfaith Studies, the Higher Council orary degrees from across the world. /PSIA/, SciencePo, Visiting Lecturer at the Univer- and has been involved in many top executive for Science and Technology, The Royal Scientif- As President of the Federations for Martial Arts, sity of Gene va, among other activities. programs co-organised with Harvard, Wharton, ic Society, the West Asia North Africa Institute Polo and Squash, Prince Hassan has overseen INSEAD, New York University, London School of (WANA) and the Regional Security Centre in the development of these three sports in Jordan Lord John Browne Economics, IESE and HEC Paris. He received the Jordan. Prince Hassan’s international commit- to competitive international levels. HRH is him- CEIBS Teaching Excellence Award in 2005, 2007, ments have included co-chairing the Independ- self an 8th Dan Black Belt in Tae Kwon Do and Lord Browne of Madingley, FRS, FREng holds and 2013. Prof. Ding frequently provides consult- ent Commission on International Humanitarian captain of the Royal Jordanian Polo Team. He is degrees from Cambridge and Stanford Universi- ing services for many multinationals and Chi- Issues, serving as Commissioner on Legal Em- a qualified helicopter pilot, parachutistand qual- ties, and numerous honorary degrees and fellow- nese companies in the areas of financial com- powerment of the Poor and launching the West ified scuba diver. He skis and plays squash. His ships. munication, corporate governance, cost control Asia-North Africa Forum (WANA). A pioneer of Royal Highness married Her Royal Highness Prin- He joined BP in 1966, was appointed to the system designing, investment and M&A. In May interfaith dialogue and understanding, Prince cess Sarvath, in 1968. They are blessed with four board in 1992 and was Group Chief Executive 2011, Prof. Ding launched the “Ding Yuan Index Hassan initiated and hosted on-going consulta- children, Princesses Rahma, Sumaya, Badiya and from 1995 - 2007. He has served on the boards Neutral Fund” in A share market, becoming the tions with the Orthodox Centre of the Ecumeni- Prince Rashid, and nine grandchildren. of Intel, DaimlerChrysler, Goldman Sachs and first accounting and finance professor in main- cal Patriarchate at Chambesy, Switzerland and SmithKline Beecham. land China to run a hedge fund. In 2013, his fund was named the Best Hedge Fund in China in the cipient of Economic Time Policy Change Agent Cecilia Malmström holds a Ph.D. in Political Webber Ndoro category of stable investment return. He has also of the Year Award, the Bloomberg TV Personali- Science from the Department of Political Science ICCROM’s Director-General served and continues to serve on the Boards of ty of the year Award, the NDTV Administrator of of Göteborg University. Since January 2020 she is Directors of several listed firms and financial in- the year Award and the Distinguished Fellowship the holder of the Assar Gabrielsson professorship Webber Ndoro joined the National Museums stitutions in mainland China, Hong Kong, Europe of the Institute of Directors. He is the recipient of at the School of Business, Economics and Law at and Monuments of Zimbabwe in 1985. He served and North America. One Globe Award-2016 for leadership in Trans- the university of Gothenburg in Sweden. as Co-coordinator of its Monuments Programme forming Governance for the 21st Century. He is from 1992 to 1994, and then moved to the Uni- Philippe Donnet a Member of the Steering Board of “Shaping the Carlo Mazzi versity of Zimbabwe as lecturer on heritage Managing Director and Group CEO, Future of Production Systems” of World Econom- Chairman & Executive Director management. He has also lectured on heritage Generali ic Forum. He is also the recipient of Sir Edmund of Prada Spa management at the University of Bergen in Nor- Hillary Fellowship award by the Prime Minister of way, as well as at the University of Cape Town, He graduated from the Ecole Polytechnique New Zealand. He is also the recipient of Golden Carlo Mazzi serves as Chairman & Executive South Africa, where he is Honorary Professor. Dr in Paris and the Institut des Actuaires. Between Peacock Award for leadership in Economic Trans- Director of Prada Spa since February 2014. He Ndoro’s first involvement with ICCROM came in 1985 and 2007 he held various positions within formation - 2017.Mr. Amitabh Kant has worked as was appointed to the Board first in 2004 and was 1998, when he was tasked with implementing one the AXA Group, most recently serving as Region- CMD – ITDC, Joint Secretary – Ministry of Tour- re-elected as Executive Director on April 27, 2018. of the first three site projects for the AFRICA 2009 al CEO Asia Pacific. In 2007 he became the Man- ism, Government of India, Secretary – Tourism, He holds directorships in subsidiaries of the Com- programme. From 2002, Dr Ndoro worked as a aging Director for Asia Pacific at Wendel Inves- Government of Kerala, Managing Director, Ker- pany. He holds directorships in Prada Holding full-time ICCROM staff member on AFRICA 2009, tissements, Singapore. In 2010 he was appointed ala State Industrial Development Corporation, S.p.A., Bellatrix S.p.A. and Ludo S.r.l., which are providing a very useful African perspective at Managing Partner of the investment manage- District Collector, Kozikhode and Managing substantial shareholders of the Company. ICCROM to the planning and implementation of ment company HLD in Paris. On 7 October 2013 Director, Matsyafed. He did his schooling from Mr Mazzi is an Indipendent Member of Banca the programme. He left ICCROM in 2007 to ac- he joined Generali as Country Manager Italy and Modern School, Delhi, graduation in Economics Profilo S.p.A. – Milan, a Company listed on the cept the position of Executive Director of the Af- CEO of Generali Italia, position he held until May (Hons) from St. Stephens, Delhi University and M.A Milan Stock Exchange. He is a currently Board rican World Heritage Fund (AWHF), a post which 2016. In this role, he led the programme to merge from Jawaharlal Nehru University. Member of Chora S.r.l. – Milan (a service com- he has held until the present. During his mandate the five Generali brands operating in Italy, one of pany). Mr. Mazzi obtained a degree “cum laude” at AWHF, Ndoro guided the fund to become one Europe’s most complex integration and simplifi- Cecilia Malmström (with praise) in Mechanical Engineering from the of the leading conservation organizations in the cation projects.From 2008 to 2016 he was mem- Former EU Commissioner in charge of Trade UniversitàdegliStudi di Bologna in 1971 and ob- region, and has also raised a significant endow- ber of the Supervisory Board of Vivendi, from 2013 tained a Master’s degree in Business Administra- ment. Under Dr Ndoro’s leadership, AWHF has to 2016 he was member of the Board of Directors Cecilia Malmström has served as European tion from Università Commerciale Luigi Bocconi planned and implemented programmes and ac- of Banca Generali S.p.A. and from 2016 to 2017 Commissioner for Trade between 2014 And 2019, of Milan in 1976. tivities for heritage conservation aimed at im- he was Vice-Chair of ANIA. Chevalier de l’Ordre having previously served as European Commis- Mr. Mazzi worked as a Manager of the Large proving World Heritage nominations, strength- National du Mérite. Chevalier dans l’Ordre de la sioner for Home Affairs from 2010 to 2014. In her Corporate department of IMI and San Paolo ening disaster risk management and traditional Légion d’honneur. previous position, she represented the EU in the IMI Bank from 1994 to 2000 and he was a Board management systems, and promoting entrepre- World Trade Organization (WTO) and other inter- member of Banca IBI spa. He was a board mem- neurship related to heritage in the region. Amitabh Kant national trade fora. She was responsible for nego- ber of IBI International Business Advisors Invest- CEO of National Institution tiating bilateral trade agreements with key coun- ment N.V.- Amsterdam; Vice Chairman and Exec- Charles Rivkin for Transforming India (NITI) tries, including recently concluded agreements utive Committee Member of IBI Bank AG - Zurich; Chairman and CEO of the with Canada, Japan, Mexico and the four Merco- Board Member of IBI Corporate Finance B.V. - Motion Picture Association (MPA) He is a member of the Indian Administrative sur countries, and for ongoing negotiations with, Amsterdam; Managing Director of IBI S.p.A. - Mi- Service, IAS (Kerala Cadre: 1980 batch). He is the for example, Chile, Australia and New Zeeland. lan (financial intermediation ex art. 106 TUB) from He leads the MPA’s global mission to advance author of “Branding India - An Incredible Story”. Prior to her appointment as Commissioner, she 2000 to 2004. and support the film, television, and streaming Mr. Kant has been a key driver of the “Make in In- served as Member of the European Parliament content industry. The MPA’s members currently dia”, Startup India, “Incredible India” and “God’s from 1999 to 2006, and as Swedish Minister for Eu- include; Disney, Netflix, Paramount, Sony, Twen- Own Country” initiatives that positioned India ropean Union Affairs 2006–2010. She is a member tieth Century Fox, Universal, and Warner Bros. and Kerala State as leading manufacturing and of the Liberal People’s Party, which is represented Drawing on almost 30 years of experience as a tourism destinations. Mr. Kant has been the re- by the ALDE group in the European Parliament. media executive and a leading U.S. diplomat, Rivkin advocates for policies that drive invest- a Certificate of Management, as one of the first director and chief officer for global strategies, ment in film and television production, protect participants in the FAO/WFP join-programme, Vidarte is a member of the foundation’s senior creative content, and open markets. In 2018, from John Cabot University, Rome/Italy, in 1995. management team reporting to Richard Arm- Rivkin was appointed to the U.S. Trade Represent- Ms. Thompson-Flores has 30 years of progres- strong, and is responsible for initiating and imple- ative’s (USTR) Advisory Committee for Trade Poli- sively responsible professional experience within menting new ventures outside existing founda- cy and Negotiations (ACTPN). Prior to joining the the United Nations Common System. In 1987,she tion activities. He is currently working to ensure MPA, Rivkin served for more than seven years at began her career in the Human Resources De- the successful development of the Guggenheim the highest levels of the U.S. government’s diplo- partment of the Food and Agricultural Organiza- Abu Dhabi. Born in Bilbao, Vidarte graduated matic corps. He was the U.S. Assistant Secretary tion (FAO), and joined the United Nations World with a degree in economics and business stud- of State for Economic and Business Affairs from Food Programme (WFP) in 1995 where she served ies from the University of Deusto in Bilbao in 1978, February 2014 to January 2017. He led the State in different managerial/policy development ca- and took postgraduate studies at the Massachu- Department Bureau responsible for managing in- pacities. In 2004, she joined the United Nations setts Institute of Technology (MIT) in Cambridge, ternational trade negotiations, intellectual prop- Development Programme (UNDP) in New York, as Massachusetts. erty rights protection, and global internet policy, Chief of the Human Resources Policy Unit, return- among other major policy issues. From 2009 to ing to the WFP at the end of 2005. 2013, Rivkin was the Ambassador In 2008, she joined the United Nations Educa- to France and Monaco. During his posting, Rivkin tional, Scientific and Cultural Organization (UN- was personally awarded the Légion d’honneur ESCO) headquarters in Paris/France, as Deputy with the rank of Commander by the President of Director of the Bureau of Human ResourcesMan- France. He also received the city of Paris’ highest agement and in 2011was promoted to the post of honor, la Grande Médaille de Vermeil de la Ville Director of the Bureau. She held the post of As- de Paris, and was presented with the U.S. Navy’s sistant Director-General for Strategic Planning Distinguished Public Service Award. Rivkin is a in 2015 prior to joining the UNESCO Regional Bu- member of the Board of Trustees of the American reau for Science and Culture in Europe. Film Institute (AFI) and the American Academy of Diplomacy (AAD). He is also a member of the Juan Ignacio Vidarte Academy of Motion Picture Arts and Sciences, Director general of the Guggenheim and the Council on Foreign Relations. Museum Bilbao

Ana Luiza Massot Thompson-Flores Juan Ignacio Vidarte joined the New York staff Director of the UNESCO of the Solomon R. Guggenheim Foundation as Regional Bureau for Science and Culture deputy director and chief officer for global strat- in Europe, Venice egies in November 2008. He is also the director general of the Guggenheim Museum Bilbao and Ana Luiza Massot Thompson-Flores, born in Rio divides his time between Bilbao and New York. He de Janeiro (Brazil),is presently the Director of the was appointed director general of the museum in UNESCO Regional Bureau for Science and Cul- 1996 having led the development of the Guggen- ture in Europe based in Venice (Italy). heim Bilbao Museum project from its inception in Ms. Massot Thompson-Flores studied at the 1992 through its opening. Under Vidarte’s leader- Kogod School of Business where she completed ship, the Guggenheim Museum Bilbao has been her university studies at the American University awarded numerous prizes, including the Gold (Wash.DC) obtaining her Bachelor’s of Science in Medal in Fine Arts in 1999, the European Museum Business Administration (International business, Forum Museum of the Year Award in 2000, the Personnel & Industrial Relations with a minor in Tourist Appeal Award in 2005, and the EFQM Sil- Psycology) in December 1985. She also obtained ver Q Award for Management Quality. As deputy Greeting message by the President of the Italian Senate

I address my greeting to the Hon. Francesco Rutelli, the mayor of Venice Luigi Brugnaro, the members of the Soft Power Club and the distinguished speakers who will attend the Conference. I lookclosely at this international forum that aims to be a special place of dialogue and debate, an area where people can develop strategies and solutions to the serious problems that cross national borders. It is now widely acknowledged that the issues faced by institutions and societies are beyond the control of single governments. I am referring, for example, to climate change, tothe handling of financial transactions and, dramatically urgent, to pandemics.

Luigi Brugnaro In order to manage them, we need cooperation and collaboration among States. We need new skills in Mayor of Venice organizing institutional and social systems aimed at creating ‘’common public goods’’. Honorary President Soft Power Club This is what the new concept and the new narration of power in the XXI century revolve around. Developing and implementing such tools of multilateral cooperation is one of the most important aspects Mayor Luigi Brugnaro was born on 13th September 1961 in of the Soft Power Club’s mission. (Metropolitan City of Venice). He graduated in ar- A cooperation that is able, among other things, to enhance the principles and values that shape the chitecture at Venice IUAV. cultural identity of each country. He has been President of Umana, a holding company Dialogue, pluralism, concreteness are the keywords of this new entity that – I am confident – will be able to operating in services, manu- provide an original and innovative contribution to the Italian society and its institutions. facturing, construction, sports and agriculture. Since 2006 I am positively impressed by the decisive role given to culture as the element that can combine identity he has been President of the and inclusion, support debate and relationships, and create real opportunities of sustainable economic Venice historical Basketball development. company, Reyer, founded in 1872. Which is why I find quite significant the choice of Venice as the venue of the Club, for the universality of From 2009 to 2013 he was its artistic and cultural heritage, for being a place emblematically open to the meeting of different cultures. President of the Venice As- sociation of Entrepreneurs. I therefore offer my sincerest wishes for a thoroughly successful conference, and I am sure that important He has been President of As- indications for our future will arise from the debate. solavoro, the National Asso- ciation of Employment Agen- Buon lavoro a tutti. cies, Member of the National Association of Entrepreneurs, Veneto Region delegate for Expo 2015 and President of the Veneto Expo Committee. The sole liability of this publication rests with the author and the European Parliament is not responsible for any use that may be made of the information contained therein.