OIC Group: Combining Technology With Human Touch

Celebrating 50 years of activity, the OIC Group marks this milestone with a renewed institutional image, a bold international outlook and the opening of its new office in Brussels. These changes reflect the Group’s determination to strengthen its global footprint, diversify services beyond congress organisation, and position itself as a long-term partner for scientific associations and medical societies.

At the centre of this new chapter stands Irene Serio, who has just taken up the position of Chief Executive Officer while continuing in her role as President. In this interview, we explore how OIC is adapting to a rapidly evolving events industry, from technological innovation and hybrid formats to sustainability and association management.
 

Headquarters: The OIC Group recently celebrated its 50th anniversary with a series of significant changes, including your appointment as the new CEO, at a strategic moment for the group. This transition coincides with a global repositioning of the brand and access into new markets. How is this new leadership redefining the OIC Group's strategic priorities? What are the key values or visions that you will bring to this new phase?

Irene Serio: OIC Group’s 50th anniversary was a moment to reflect on who we are and where we want to go. Having served as President since 2018 and stepping now also into the role of CEO carries a renewed sense of responsibility: the task of protecting a heritage while guiding the Group into a new chapter. Our priorities today are clear. We want to consolidate OIC’s position as a trusted partner for scientific and medical communities worldwide, while opening new areas and embracing innovation as a daily practice. At the same time, we are determined to weave sustainability, equity and inclusiveness into everything we do, because the true value of events lies in the legacy they leave behind.

Personally, I bring with me two convictions: that people are our greatest strength, and that vision is what makes the difference. OIC has grown through the passion and commitment of extraordinary professionals, and it is on this foundation that we will continue to build. Looking ahead, my role is to nurture curiosity and ensure our projects create platforms that connect science, institutions and society in meaningful ways. In this sense, my leadership is about continuity with renewal: remaining faithful to the values that have guided OIC for 50 years, while opening ourselves to new perspectives and opportunities to shape the future of our industry.

HQ: In celebration of this important milestone, OIC Group also unveiled a new graphic identity that marks a symbolic and strategic turning point for the future. How does this new institutional image translate, on a practical level, into the group’s goals of innovation and internationalisation? And how does it reposition OIC on the European and international scene?

IS: The new identity expresses a transformation in how we see ourselves and how we want to be seen. It reflects the OIC of today, a company deeply rooted in Florence yet projected towards an international stage where innovation and scientific excellence converge. The spotlight in our visual design conveys a simple idea: OIC is the light that highlights what truly matters for our clients and people. It symbolises the way we want to position ourselves today: recognisable, focused, and ready to bring this vision onto a broader international stage.

On a practical level, this means making innovation part of our daily work: not just in technology, but in formats, services, and ways of engaging with communities. It means rethinking how we design events, how we support associations, and how we connect knowledge across borders. The identity gives us a stronger, more recognisable voice to communicate this evolution.

In terms of internationalisation, the new image positions OIC as a European player with a global outlook. It signals our ability to operate in a highly competitive, international context while bringing with us the values that have always defined us: reliability, care for detail, and a strong sense of partnership. With this rebranding we are amplifying our story, giving it the language and the visibility it needs to continue to grow in the European and global arena.
 

HQ: The opening of the OIC Group's new office in Brussels represents another strategic step that demonstrates the organisation's ambition to be closer to the associations' headquarters, especially at a time when the group is strengthening its presence in Europe. How does this new headquarters in Brussels fit into the group's positive strategy within the European associative community? And how does it fit into the OIC Group's broader aspirations for international expansion?

IS: Brussels has always been a strategic crossroads for us. For years, we have been present through our people working locally and through a close dialogue with institutions, partners and stakeholders. Opening a new branch this Autumn is, therefore, the natural consolidation of a path we had already undertaken. Being in the heart of Europe allows us to strengthen our support to the many scientific societies, associations and organisations that look to Brussels as their centre of gravity. It also enables us to be closer to decision-making processes, and act as a bridge between the medical-scientific world and the European institutional context. For OIC Group, this new presence is symbolic. It demonstrates our willingness to take part in shaping the future of our sector at a continental level, with the same spirit that has always guided us – listening, collaboration, and a strong sense of responsibility towards the communities we serve.

HQ: Over the last few decades, the OIC Group has established itself as one of Italy's leading providers of medical and scientific events, but these latest developments show a clear desire to cross borders, diversify its operations in the market and establish itself as a global benchmark in the events industry. What are the OIC Group's strategic priorities today in terms of investment in new business lines and revenue streams? How does the group plan to position itself competitively and with multiple players in foreign markets without losing the identity that has made it a reference in Italy?

IS: Our identity remains deeply connected to Florence and to Italy. But since the very beginning we have been working side by side with international scientific societies and associations. Many of these collaborations have lasted for over 20 years, allowing us to manage large-scale congresses all over the world and to compete with global players long before speaking about “internationalisation” became a trend. Today our strategic priorities build on this experience. We are strengthening our global footprint by innovating and diversifying our business lines, not only through congress management, but also through association management, medical communication, corporate events, and innovative services that support our clients’ broader strategies. This diversification is a way to create resilience and offer integrated solutions that respond to the increasingly complex demands of the healthcare and scientific sectors.

Competing internationally means keeping the values that distinguish us – precision, reliability, care for detail, and above all, the ability to build long-lasting relationships. These values are the reason why we can stand out. Our roots in Florence have taught us the importance of culture, creativity and hospitality. Bringing these qualities into an international context is what makes OIC unique and competitive among much larger players.
 

HQ: At the same time, expanding internationally brings with it both possibilities and uncertainties — especially when it comes to entering emerging markets, where cultural, regulatory and competitive dynamics can be radically different from those to which the OIC is used to. From the group's management perspective, what are the main strategic risks associated with this expansion into new geographies? How is the OIC adapting its operational and business models to capitalise on opportunities abroad without compromising quality, reputation and its core values?

IS: International expansion always brings opportunities, but also the responsibility to navigate very different cultural, regulatory and competitive environments. We are fully aware of this. The main risks lie precisely in underestimating these differences, in thinking that a successful model in one market can be applied unchanged elsewhere. For us, the key is adaptation without compromise.

Our approach is based on three pillars. First, listening – by engaging with local partners, institutions and stakeholders to understand context and expectations. Second, flexibility – evolving our operational models to align with diverse regulations and cultural specificities, while maintaining the same high-quality standards. Third, coherence – by ensuring that, no matter the geography, the values that define us remain non-negotiable. Emerging markets are places where we can innovate, learn, and bring fresh perspectives back to our organisation. Expanding internationally does not mean diluting our identity, but rather amplifying it by showing that OIC can adapt to global complexity while staying true to its roots and reputation.

HQ: In the press release that served as a guide for this interview, it was mentioned that the company continues to invest “in people, technology and entrepreneurial vision” — a three-pronged approach that has become essential for companies operating in rapidly changing sectors, such as event organisation. How has the OIC Group adapted its technological structure and delivery models to respond to this new digital reality? How have these investments contributed to creating tangible competitive advantages in an industry increasingly driven by data, scalability, and innovation?

IS: Investing in technology is the way we have been navigating an industry that has changed profoundly in recent years. The pandemic accelerated trends that were already emerging, and today event organisation is also about designing digital ecosystems capable of creating engagement and delivering measurable value.

At OIC Group, we have strengthened our technological infrastructure on several levels. we responded by fully digitalising our internal systems and the way our project managers interact with events, clients and participants. This has allowed us to integrate workflows, streamline processes, and ensure a seamless experience across all stages of a project. We invested in tools for data collection and analysis to better understand audiences and optimise engagement, and we adopted immersive solutions that enhance the participant experience. At the same time, we focused on our people, helping them blend technical skills with creativity.

What makes the difference is our ability to combine technology with the human touch, the relationships and care that have always been part of our DNA. This balance is what keeps us relevant and forward-looking. Because in the end, technology only makes sense when it supports human intelligence and empathy, turning complexity into something usable and valuable.
 

HQ: The OIC Group has a specific business unit focused on managing scientific associations and medical societies — a strategic asset, as it ensures ongoing relationships with institutional clients. In a context where these associations face growing challenges in terms of governance, relevance and member engagement, how has the OIC Group been evolving its value proposition in this area? How does this line of business contribute to strengthening the group's position as a long-term institutional partner, not just as an event provider?

IS: Working with scientific associations and medical societies has always been one of the most meaningful parts of our job. It is about being there for them year after year, helping them grow, adapt and stay relevant in a healthcare world that changes so quickly. What makes the difference is the trust that builds over time. Many of these relationships have lasted decades, and that continuity allows us to really understand their needs and anticipate the challenges ahead. We support them also in governance, communication and member engagement, areas that are becoming more and more decisive for their future.

This is why I do not see OIC simply as an event organiser in this field. Our role is to be a long-term partner, someone who stands by associations through transitions, who brings in expertise and sensitivity, and who helps turn their vision into something concrete and lasting.

HQ: Lastly, the congress and exhibition sector is undergoing a structural transformation, driven by technological changes, new sustainability requirements, a new user experience and, above all, the redefinition of the role of events in generating value for organisations. How does the group's leadership anticipate the future of the congress and events industry over the next 5 to 10 years? And what role does OIC aspire to play in this new ecosystem — one that is more global, more digital and, above all, more demanding in terms of social impact and relevance?

IS: The future of our industry will not simply be about bigger congresses or more advanced technologies, it will be about meaning. Events will increasingly be asked to justify their relevance, to prove their impact, and to leave something behind that goes beyond the days of the meeting itself. We feel part of this transformation. We are carbon neutral, we integrate CSR into our daily work, and we encourage our clients to translate sustainability into real action, whether that means reducing environmental impact, promoting inclusion and gender equality, or supporting social projects worldwide.

But above all, we remain convinced that people are the true driving force. The curiosity of younger generations, the experience of our “sages”, the diversity of voices and perspectives, this is what gives value to what we do. Technology and sustainability are essentials, but without people, they are empty. Looking ahead, we want OIC Group to be recognised for shaping experiences that leave legacies. This is the role we aspire to play in the new ecosystem: a partner that brings vision, responsibility and humanity to the heart of every project.
 

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