Gianluca Peinetti

What I Do

From strategy to delivery, a digital environment that serves your policy goals and positioning.

Audit & Digital Strategy

I assess your digital presence and help you align on where you need to go. Working closely with you, I build a data-driven strategy tailored to your specific needs — with the right tools to measure performance, demonstrate impact, and show the value of your digital communications.

Messaging & Positioning

I work with you directly to break your policy positions down into clear, consistent messages for digital — reinforcing your public affairs outreach and adding new dimensions to it.

Execution & Delivery

I sit with you and your team and help you run your digital presence end to end — website, social, newsletters, internal comms, audiovisual.

Who I Work With

Organisations doing policy work that know digital communications should be doing more.

The one-person PA show

You have been treating digital comms as an afterthought — something squeezed in after a long process, or handed off to whoever has a free hour at the end of a long email chain. You know it matters. You just haven't had the time or the right partner to make it work properly.

The organisation stuck in a cycle

The content goes out, the channels are active, but nothing feels connected and the results don't justify the effort. You need someone to help you step back, look at the whole picture, and reset — turning an automatic process into a strategic one.

The small shop with big ambitions

You are doing serious policy work with limited time and resources. You know digital could be a real pillar of your positioning and PA strategy — not just a nice-to-have. You need it built right from the start, and with a partner who knows and understands the EU complexities and audiences.

Selected Work

Real challenges. Clear results.

01 — Audit & Digital Strategy

Digital Transformation

Professionalising digital communications for an EU health association

Challenge

A well-established association had grown its digital presence organically — inconsistent channels, no data strategy, no way to demonstrate value internally.

What I did

Full digital audit. Worked with the team to align on priorities, built a data-driven strategy with clear KPIs, and introduced tools to track performance and show impact to leadership.

Result

Digital communications repositioned as a strategic asset. Leadership buy-in secured. Consistent, measurable output across all channels.

01 — Audit & Digital Strategy

Content & Podcasting

Creating and hosting an EU health policy podcast

Challenge

Critical health policy debates were inaccessible to outsiders — and even insiders struggled to engage beyond formal channels.

What I did

Built the podcast from scratch — concept, brand, format, scripts. Hosted, edited, and promoted episodes around key moments including the COVID pandemic.

Result

A platform that brought experts into informal, accessible conversations — reaching policymakers and Brussels outsiders at crucial moments.

02 — Messaging & Positioning

Regulatory Positioning

Untangling regulatory complexity through digital storytelling

Challenge

Major EU legislation advancing. Companies and civil society drowning in technical detail, struggling to land a clear message.

What I did

Worked with regulatory, policy, and commercial teams to break complex positions down into language that worked across audiences and across digital channels.

Result

Clearer dialogue with policymakers. Better compromise positions. Higher engagement across digital channels.

02 — Messaging & Positioning

Thought Leadership

Building a CEO's voice in European policy debates

Challenge

Pharma company leadership wanted to be seen as constructive on EU health policy, but had no visibility in Brussels.

What I did

Developed digital positioning and narrative. Built a content strategy around the right messages for the right moments.

Result

CEO now sought for comment by Brussels media. Speaking invitations. Direct policymaker relationships.

03 — Execution & Delivery

Crisis Communications

Managing reputation during a major international investigation

Challenge

European trade association hit by a coordinated media investigation. The digital environment was fragmented — channels inconsistent, messages unclear.

What I did

Built rapid-response strategy. Because the digital presence was already being professionalised, channels were ready. Coordinated messaging across members and managed stakeholder engagement in real time.

Result

Organisation led the response. Having a solid digital foundation meant the position was clear from day one. Balanced coverage secured, parliamentary hearing handled.

03 — Execution & Delivery

Long-term Policy Integration

Embedding communications into ultra-rare disease policy

Challenge

An expert group working on ultra-rare diseases needed communications to be part of the policy work from the start — not an afterthought.

What I did

Worked alongside the group for 3+ years, helping envision and embed public-facing digital actions into the policy roadmap.

Result

Communications integrated into long-term strategy. Public actions delivered that moved the policy agenda forward.

What Clients Say

Trusted by those navigating Brussels

"Gianluca doesn't just execute a brief — he challenges it. He pushed us to think differently about our positioning and found angles we hadn't considered. The results spoke for themselves."

Senior Director, Public AffairsEuropean Trade Association

"When the crisis hit, Gianluca was exactly who we needed. Calm under pressure, strategic in his thinking, and able to translate complexity into clear messaging that actually landed."

CEOHealth Technology Company

"What sets Gianluca apart is his ability to see the whole picture — policy, stakeholders, media, timing — and connect the dots in ways that create real impact. A genuine strategic partner."

Head of EU Government AffairsGlobal Pharmaceutical Company

"Gianluca combines deep Brussels knowledge with creative thinking. He's not afraid to propose unconventional approaches — and he has the experience to know when they'll work."

Communications DirectorDigital Health Foundation

About

I take complex, contested, technically accurate positions and turn them into messages that are simple enough to travel, bold enough to matter, and inclusive enough that different stakeholders see themselves in them. And I build purposeful digital environments tailored to the intricacies of the EU bubble.

I've done this most often in health policy — where the science is complex, the stakes are visible, and the business interests are considerable. I built digital policy communications environments and campaigns for European and global organisations, adding depth and clarity to their positioning, and helping them inspire their audiences to act.

After 15 years in Brussels, I now work directly with professionals as a peer, not a vendor. I'm not here to execute a brief — I'm here to help you figure out what's actually worth saying, then help you say it in a digital space created around your needs.

Digital Strategy Health Policy Regulatory Affairs AI Act European Health Data Space Medical Devices Regulation Crisis Communications Coalition Building

Digital policy communications to amplify your voice and inspire those who matter.

From strategy to delivery, a digital environment that serves your policy goals and positioning.

Audit & Digital Strategy

Messaging & Positioning

Execution & Delivery

Organisations doing policy work that know digital communications should be doing more.

The one-person PA show

The organisation stuck in a cycle

The small shop with big ambitions

Real challenges. Clear results.

Professionalising digital communications for an EU health association

Creating and hosting an EU health policy podcast

Untangling regulatory complexity through digital storytelling

Building a CEO's voice in European policy debates

Managing reputation during a major international investigation

Embedding communications into ultra-rare disease policy

Trusted by those navigating Brussels

Gianluca Peinetti

Let's talk