Our Team


Luigi Zanolio, founder and CEO of Alternative Group, has twenty-year experience in the communication, marketing and advertising sector.


In 2001, at the height of the web’s development, he founded, a well-known marketing and communications agency in Bologna, specialised in combining all forms of communication, both classic and contemporary.


With, Zanolio has chosen to favour efficiency of communication over the fundamentalism of innovation at all costs.

Its advertising campaigns have always mixed paper with the web, video with augmented reality, data marketing with creativity.


Through his offices in Bologna, Rome and London (and also thanks to a long-lasting partnership with the L7 agency in San Diego USA), he has worked over the years for national and international clients.

Some of the clients: Kimbo, Wind, Fabbri1905, Riccardo Muti Music, Bonomelli, Coswell, Teatro dell’Opera di Roma, Berner, Monari Federzoni and Telefono Azzurro.


In 2018, after the experience with ended, Zanolio decided to found Alternative Group.


The ambition this time is even greater: to combine the experience and quality of large multinational advertising agencies with the agility and speed of an independent crew.


Zanolio is convinced that the approach of the large multinational agency, understood as a rigid and cumbersome structure, is outdated.


At the same time, however, he does not recognise himself in the concept of the small provincial web agency, because he wants to express himself in qualitatively higher ways and forms.

In today’s changing and dynamic scenario, it has a clear objective: to offer companies all the know-how of a big company together with the resourcefulness and costs of a small one.

In his career, after studying engineering, he devoted himself to cinema. Among his productions, in addition to directing the film “Un Posto” with Stefano Accorsi and the Documentary on the life of Alberto Manzi, he has made many commercials.

Today, in addition to directing the agency and the innovative StartUp Mat Mau, he is part of the board of directors of Reseau Entreprandre Emilia Romagna, the philanthropic association of the French group Auchan, together with Marc Buisson and Roberto Lippi.