A successful brand must communicate authentically and sincerely. Only in this way can it win the hearts of consumers.
I am a Creative Director and Brand Manager: I help companies answer a seemingly trivial, but crucial question:
‘How should my brand communicate?’
Being a Creative Director means effectively addressing brand rhetoric.
My role is to guide companies to position themselves in the market honestly, lucidly and consciously, and to best express their commercial offerings with the right priorities, and by allocating the right investments.
My task is to deeply understand the essence of the brand and guide it in its approach to the market through a rhetorical framework composed not only of objective arguments but also of messages capable of evoking specific emotions and perceptions in consumers.
The intangible is what comes first, and it is what causes empathy and satisfaction, influencing consumer choices.
LEARN MORE ABOUT MY PROFESSIONAL PATH
From the Bachelor’s degree in Communication Sciences and the Master to the Gambero Rosso I have acquired the basics of a work that is exciting and full of stimuli. I have always tried to keep myself on the ball with professional courses, but it is the daily exercise of the profession that gives me the opportunity to cultivate my professional profile, improving my preparation more and more.
I have been doing this work since 2007. My path began immediately with positions of responsibility: I edited as editor-in-chief magazines distributed nationally, linked to Confcommercio, then to Confindustria and finally a cultural magazine. I then managed the Press Office of the University of Padova and, subsequently, worked as a consultant, project manager and freelance producer, managing complex operations and coordinating teams of editors, art directors and video makers.
From this background so focused on the use of words – essence and treasure chest of concepts – and with a markedly directional profile, in 2010, together with Lisa Pietrobon, I founded Notorious, a company in which I now play the role of Creative Director. I do this work in a very competitive, today fashionable context, where many are put as gurus and where communication has been misunderstood with data-driven marketing. I believe in the value of data, of course, and I have created a company capable of controlling and optimising strategies on the basis of demonstrable values, but my profile remains anchored to an approach that is becoming increasingly rare: that of the advertiser.
In the age of AI and data-driven communication, the ability to address original and distinctive concepts is a prerogative of human skill.
Some companies I have had the pleasure of working with.
Being a Creative Director also means managing processes and outputs with great care. A concept is as strong as the box that keeps it: the word.
For this it is essential to frame the right concepts, and express them through formulas capable of a unique and recognisable character.
Every entrepreneurial project is driven by a vision. My job is to deeply understand it and guide communication through the right semantic assets.
Every brand has its essence, and every business project is driven by a vision.
My advice is therefore all the more effective as I am able to understand the ambitions and expectations of the entrepreneurs and managers with whom I deal, establishing sincere and deep relationships that allow me to direct the strategies and communication formulas along interpretations perfectly consistent with the vision underlying the entrepreneurial project.
A concept is as strong as the casket that holds it: the word
My work requires the ability to understand, deepen, know. Always, without preconceptions and without limits. Because creativity is a virtue hungry for culture: without knowledge there is no sap to draw from. While ideas require rich references, they can offer the right inspiration!
Creativity is a virtue hungry for culture.
Awards and Recognitions
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Awards and Recognitions
Awards and Recognitions
Let's stay in touch!
Although I have an agency that works on social media, I use these channels with great restraint.
I don’t think they are an absolute evil: it all depends on how you use them and social media are a great source of stimulation and inspiration for me.
However, I find it very easy to fall into their trap. That is also why I publish very little: it is not in my interest to appear as yet another guru, nor to convince the world that my life is exciting. Therefore, when I am doing something else and when I am in the company of people and especially my children, I try to live in the moment and avoid isolating myself on social media.
