Inside PwC: The Internship Experience That Shapes Future Leaders

by Federica Lavenuta

10 June, 2024

As a student of Media and Communication at the University of Greenwich, I have always believed that true learning goes beyond the classroom. When I was offered the opportunity to undertake an internship at PwC, one of the world’s leading professional services firms, I knew it was a chance I could not let pass me by. Renowned for its expertise in consulting, strategic transformation, financial services, and digital innovation, PwC represents a benchmark of professionalism and excellence in the business world.

As excited as I was, I couldn’t help but feel a bit nervous too.

I was stepping into a highly professional, fast-paced environment, surrounded by experts in their fields. I questioned whether I would be able to keep up, whether I could contribute

meaningfully, and whether I would have the tools to make the most of such a high-level experience.

Beginning My Journey at PwC

From the very first day, I was struck by the level of structure, clarity, and professionalism that defined the PwC environment. I joined the Customer Transformation team, a division focused on improving customer journeys, implementing strategic change, and driving operational excellence across industries. Our team collaborated with high-profile clients such as Conad, one of Italy’s largest supermarket chains; Valentino, the world-renowned luxury fashion house; Sky Italia, a leader in media and telecommunications; and Enel, a global player in the energy sector. I was assigned to support a senior project manager and became involved in in two core client projects, gaining exposure to both internal dynamics and client-facing activities. Each morning began with a team meeting lasting approximately two hours. These meetings were far from routine updates, they served as strategic alignment sessions, where progress was reviewed, challenges were addressed, and daily goals were set. It was inspiring to observe how senior consultants communicated with clarity, delegated responsibilities, and approached problem-solving as a collaborative effort.

Entering the Client Space: From Observer to Contributor

One of the most transformative aspects of my internship was attending real client meetings. Initially, I played the role of a silent observer. I carefully took notes, tried to familiarise myself with industry terminology, and paid close attention to how the consultants adapted their language and tone depending on the audience.

I vividly remember our first on-site presentation with Conad's regional operations team, where my manager unveiled a new roadmap for digital integration and customer loyalty enhancement. Witnessing the balance between assertiveness and diplomacy, data-driven insights and intuitive understanding, gave me a deeper appreciation for the consultant's role, not just as a strategist, but as a trusted partner. As I grew more confident, I was invited to take a more active role: contributing research insights during internal preparation calls, assisting with slide decks, and helping refine of communication strategies.

These experiences helped me overcome self-doubt, develop my presentation skills, and truly feel part of the team.

The Valentino Project: Merging Luxury and Strategy

The most exciting and formative project I worked on involved Valentino, one of Italy’s most iconic fashion brands. The company was undergoing a significant internal shift: a new creative director had recently been appointed, and the brand was preparing for a product relaunch aimed at Gen Z and digitally native audiences. Our task was to support this transition through a benchmark analysis of Valentino’s positioning compared to its competitors, brands such as Dior, Gucci, Prada, and Bottega Veneta. My specific role was to conduct in-depth research on competitors’ digital strategies, customer experience journeys, and marketing initiatives across e-commerce platforms and social media.

I created visual maps comparing user journeys, identified best practices in omnichannel retail, and drafted a report highlighting opportunities for innovation. One of our key recommendations focused on enhancing post-purchase digital touchpoints, from branded follow-up emails and AR try-on features to a loyalty programme integrated with exclusive content drops. What fascinated me most was the strategy and creativity were intertwined. Every insight needed a business implication. Every creative idea required to back it.

This experience taught me that business and creativity are not separate worlds, they are deeply interconnected, and when combined, they create exceptional value.

Strategic or Creative? A Lesson in Balance

Before starting this internship, I saw marketing as split between two domains: strategy (numbers, planning, and analysis) and the creativity (storytelling, branding, and design). At PwC, I learned that true excellence lies in bridging the two.

The consultants I worked with seamlessly shifted between data analysis and messaging brainstorms, discussing KPIs one moment, and drafting customer personas the next. This duality is what made the work so intellectually challenging and professionally rewarding.

As someone from a creative academic background, this integration broadened my perspective and helped me appreciate the power of analytical thinking as the backbone of effective, human-centered communication strategies.

Challenges, Growth, and a Supportive Culture

Joining PwC at the age of nineteen was intimidating at first. I was younger and less experienced than many of my colleagues, and I sometimes questioned whether I belonged in that space. But those fears quickly faded thanks to the inclusive and collaborative culture of the team. I was amazed at how many young professionals held significant responsibilities, and how open they were to mentoring and collaboration. I never felt like "just an intern." I was seen as a contributor, a learner, and a future professional.

Key Takeaways

If I had to summarise my internship in three words, they would be: motivating, insightful, and transformative. I applied classroom theory to real-world challenges, observed the inner workings of corporate consulting, and develop both hard and soft skills that will shape my career. I learned how to manage pressure, communicate with intention, ask the right questions, and think critically from multiple perspectives. This experience did not just enhanced my abilities, it helped shape my mindset, and for that, I am incredibly grateful.

Looking Ahead

I would wholeheartedly recommend this internship to any student who is eager to challenge themselves, gain insight into global industries, and understand how communication intersects with business strategy. At the end of my internship, PwC offered me the opportunity to continue, an incredibly validating moment. For now, I’ve chosen to explore other industries and expand my horizons further. That said, I would be delighted to return to PwC in the future, perhaps in a more defined consulting or strategy role. As I move forward in my professional journey, I carry with me the skills, confidence, and values that this internship instilled in me. I am ready for new challenges, but I will always remain grateful for the solid foundation PwC helped me build.

Federica Lavenuta