Riccardo was born in Gulianova. He painfully conquered a piece of paper at the University of Bologna and decided to do something else: after moving to the ISFORP (public relations training institute) in Milan he moved to England. He began his career in London in PR, first at MSP Communication and then at Counsel Limited. Subsequently, following his insane passion for sport, he moved to SDC, a Belgian outfit headed by Jean Paul Libert and started working on two and four wheels around 1991/1992. Following a brief transition to Monaco, where he flanked the owner of Pro COM, a sports marketing agency founded by Nelson Piquet, he returned to Italy and began working in first person as RTR, first consulting firm and then sports marketing company. In the now distant 2001 RTR takes home the ESCA award for the implementation of the best MKTG sports project in Italy in the year 2000. RTR also obtains the highest score among all the categories and represents Italy in the European ESCA Contest. From then on, RTR will no longer participate in other national or international awards. Over the years he gets some satisfactions and swallows a lot of toads. But he is still here, he writes in a disenchanted and simple way, with the aim of giving practical advice (not required) and food for thought.