I’ve been interested in media and storytelling since I was a kid: yes, it’s true, even though I didn’t even know what storytelling was!
Once I grew up, I started my professional life in 2000 and spent the first 8 years in publishing houses, dealing with marketing and events. Then I moved to media consultancy, but soon after I found my space in branded entertainment, establishing the first content unit in DENTSU.
Since 2015 I work for MEDIACOM, where I’m happy as Head of MEDIACOM MBA Italy: that’s for the prizes we won, for the team I’ve built, but mostly for the exciting challenges and changes that we will face in the next years.
1. What was your very first job?
I have a collection of first jobs. At 7 I was selling shells on a desk outside my family’s summer home. At 11, I was writing TV shows, just for my own sake. At 22, I did an internship at GARNIER. What I am now is the result of these 3 “first jobs”.
2. Please describe, in your own words, what your job is and what work it entails.
I’m proud to lead a great team delivering the best branded entertainment solutions for all MEDIACOM Clients.
3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
When I was a kid, when I wanted to create my TV shows more than watching existing ones or I paid more attention to football teams’ sponsors rather than the players’ names.
I’ve moved from marketing studies, to marketing at media owners, to consultancy to media owners. The growing possibility to merge contents with communication has been my highway to what I am now.
My mission now is to develop a branded entertainment culture within media agencies and Clients and help developing a new generation of specialists within the industry.
4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
In 1 word: curiosity.
5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
It’s usually hard to create contents for pharma. Some years ago I developed an AFP based on weather forecasts, providing a new service to customers, highlighting consumption occasions and creating a perfect context for adv placement.
Besides, that format was later adapted by the media owner to different forecasts and, yes, the product was one of the most successful launch of that year.