Steering creative, strategy and new business at BETC and HAVAS MILAN, my focus is on launching campaigns that resonate on a universal 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, and HAVAS MILAN, the up and coming advertising brand in Italy, I lead the development and execution of innovative and impactful campaigns for major clients such as TIM, Saudi Tourism Authority, Riyadh Air, Coca-Cola, Budweiser, Corona, Heinz, to name but some. With 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%. The latest campaign for Saudi Arabia 'This Land is Calling' pays homage to the spirit of adventure and wonder that permeates the Saudi landscape, with its mystical sites, and modern traditions that remain rooted in a simpler past.  The film follows a female explorer, as she navigates an unfamiliar terrain, on a journey of discovery. In my previous agency TBWA, I was leading Nissan creative in over 40 countries, as well as launching Datsun entry level cars in South Africa, Indonesia and India.

 

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.

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I am married to leading Italian TV personality, Maria Latella,and a have 2 wonderful children.

 

Awards? Yes. Obsessed about awards