Steering creative, strategy and new business at BETC, my focus is on launching campaigns that resonate on a global scale. With a command of multiple languages and a dedication to civic engagement, my role extends beyond advertising, encompassing mentorship and social advocacy.

 

The essence of my professional journey lies in crafting messages that transcend borders, leveraging digital marketing expertise and creative direction to foster brand loyalty. Alongside my team, we have pioneered iconic campaigns that epitomize cultural relevance and commercial success.

 

As Vice President and ECD at BETC, the most creative and influential advertising agencies in the world in 2024 according to WARC, I lead the development and execution of innovative and impactful campaigns for major global clients such as Coca-Cola, Budweiser, Kinder, Nutella, Heinz, to name but some. With over 8 years of experience at BETC and more than 20 years in the industry, I have a proven track record of delivering famous and award-winning creative work that drives business results and builds brand loyalty.

Apart from Europe I have experience in India, Indonesia, South Africa and notably the Middle East. I was ECD of TBWA inside the Qatar Foundation for 2 years, I launched several Ferrero products in the region and recently have been a regular visitor to Saudi Arabia where I won the global pitch for the Saudi Tourism Authority. The video we created for STA with Lionel Messi was the single most successful piece of communication ever to have come out of KSA, shifting interest in tourism from 10% to 77%.

 

My core competencies include creative direction, copywriting, digital marketing, and social media, as well as team management, client relationship, and strategic planning. I have a strong passion for creating universal ideas that transcend cultural and linguistic barriers, and I speak four languages fluently: Italian, French, Spanish, and English. I also share my knowledge and expertise as a teacher at Sciences Po and Politecnico di Milano, two of the leading academic institutions in Europe, and as a counselor at Conseil parisien des europeens, a civic organization that promotes European integration and cooperation. I am also a certifief coach specialised in advising young managers in Africa and Asia.

 

I have won all major awards and a few minor ones.