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Finally, a sensible move from Ferrari

NEWS STORY
25/01/2019

While fans and F1 insiders alike question the wisdom in 'promoting' technical boss Mattia Binotto to the role of team principal - a poisoned chalice if ever there was one - there comes unconfirmed news of an altogether more sensible change at Maranello.

Earlier this week, McLaren revealed the departure of its media manager, Silvia Hoffer Frangipane, who had chosen to leave Woking for "a new opportunity, after nine years of unfaltering service".

It appears that said "new opportunity" is the role of communications boss at Ferrari where she will replace Alberto Antonini.

Antonini, formerly an F1 journalist and TV commentator for RAI and Sky Italia, was recruited by Maurizio Arrivabene just days after his arrival at Maranello, and it's fair to say that despite coming from a media background managed to make the Italian team the most media-unfriendly, uncooperative team in the paddock.

Now, following the departure of Arrivabene, it would appear that the Maranello outfit is looking to give its communications team a much needed overhaul, and who better than Hoffer Frangipane who was recruited to McLaren by Matt Bishop.

Having worked with Bugatti and then Ducati in PR roles, Hoffer Frangipane moved to F1 in 1997 with Minardi, subsequently joining Williams where she spent ten years before getting the call from Woking.

Known for her cool under pressure attitude, her professionalism and charm, Hoffer Frangipane will make a welcome addition to the Scuderia.

However, having worked closely with Fernando Alonso during his time(s) at McLaren - including during his 2017 Indy 500 bid - some are taking her recruitment as a possible sign that the Spaniard could return to Maranello.

In keeping with Ferrari's traditional approach to the media in recent years, there is no official word from the Italian team on Hoffer Frangipane's recruitment at present.

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1. Posted by george, 29/01/2019 11:33 (moderated by an Adminstrator, 29/01/2019 11:52)

"This comment was removed by an administrator as it was judged to have broken the site's posting rules and etiquette."

Rating: Neutral (0)

2. Posted by Insane Reindeer, 27/01/2019 10:41

"Wow @george, that strikes me as one being a misogynistic comment! And shows that you have no idea how the business of F1 is run. "

Rating: Neutral (0)     Rate comment: Positive | NegativeReport this comment

3. Posted by Editor, 27/01/2019 10:32 (moderated by an Adminstrator, 29/01/2019 11:52)

"@ george

Regarding "spare us your romantic interests"; I’m not sure who that was aimed at, but it certainly wasn’t called for, and should be treated with the utter contempt it deserves.

As for the crux of your post, communications, whatever you may think, is a vital aspect of all teams these days.

It is not about spin, it is about communicating; if only to stop false rumours or prevent certain situations getting out of hand… always a worry when the Scuderia is concerned.

For the last few years Ferrari has essentially been in media relations lock-down, steadfastly refusing to talk to the media about anything – good or bad – and whatever you may think this will have impacted the team also, if only in terms of moral.

As for the irony in your final sentence, Ferrari rarely issues communiques these days, indeed the last one was sent out on 11 September, it read:

“Scuderia Ferrari announces that in the next Formula One racing season, Charles Leclerc will drive for the Team alongside Sebastian Vettel.”

Maurizio Arrivabene - Scuderia Ferrari Team Principal

There wasn’t even a “communique” from the team regarding Arrivabene’s own subsequent departure.

It is when a team refuses to talk to the media, that false, uncorrected stories begin to circulate, something that most teams strive to be on top of.

Whatever you may think, this is a significant appointment, and, hopefully, shows Ferrari taking a new approach as opposed to sticking its fingers in its ears and hoping everything will go away."

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4. Posted by george, 27/01/2019 1:32

"just take her for dinner but spare us your romantic interests. If you call that an important step for an f1 team you have a problem. Everyone who can make the car go faster and win races , he or she is an important appointment. This is at best, worth 2 lines in a press communique by Ferrari when she is appointed
"

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5. Posted by bfairey, 26/01/2019 13:56

"WOW she can join my team anytime."

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6. Posted by Oldbuzzard, 26/01/2019 0:54

"More good news from Maranello."

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