Birthday:
February 20
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Company
GREY GROUP
Department
Strategic Planning
Position
Group Strategic Planning Director
City
Dubai
Country
UAE
Professional Background
Architect of Participation, People Catalyst, Dots Connector, Next Best Instigator. Global Nomad, I sprang from Italian creative boutiques and creative agencies as a Strategist before being appointed Leo Burnett Senior Planner in charge of brand strategies for many brands, including global creative platforms for a Fortune 100 business such as Fiat Automobiles Group (10+ different Brands). At 28 yo I became the youngest ever Head of Unit in the Advertising Industry in Italy, leading Saatchi&Saatchi Strategic Planning and Xploring Units. After which I eventually founded my own “non-traditional” creative workshop in London, crafting “beyond the line ideas” for such icons as Nike, Diesel, Jaguar and Jil Sander as Director and Brand Editor in Chief. I'm currently exploring the fast growing and very diverse Arabia for Grey as Group Strategic Planning Director. I've worked for almost 100 brands in every industry: from Apparel & Fashion to Large-scale Retail, from Oil&Energy to Banking, from High-Tech to FMCG, from Automotive to Hospitality and Pharma. A selection of Brands I was honoured to work for are such icons as MTV, Panadol, FIAT 500, Viagra, Armani Jeans, Diesel, Nike, Kinder, Renault, Amplifon, Pampers, Tampax, Jaguar, Alitalia, Sony Ericcson, Pantene, Abarth, Philip Morris, Dash, Juventus Football Club, Iveco, Western Union, Maserati, New Holland-CNH, Deutsche Bank, TNT, Suzuki, Alfa Romeo, Scholtés, Ferretti Yacht, Horlicks, SAP, Danone. In a nutshell: > +10 experience in Strategic Brand Planning > Many different workflows and landscapes, from boutiques to multinationals > Youngest Head of Planning in Italy > Experience on massive Global and Regional accounts (Fiat, Phillip Morris, P&G, GSK) > Strong pitch/NEB conversion rate (80% circa) > Joined the Saatchi&Saatchi’s Leaders Edition of the Lovemarks Academy in London (Boards People Only) > Successful blue chips jobs as Creative Entrepreneur and Director (Nike, Diesel, Jaguar, Jil Sander, Telecom Italia) Specialties Ideas Believer. Strong Reader. Gung-ho Xplorer. Eager Music Lover. I muck in Semiotics and Social Sciences, Anthropology and Qual Research, Brand Management and Strategic Development, Brand Planning and Channels Innovation, Brainstorming and Workshop Leadership, Disruptive Entertainment and Social Media.
Twitter Account (if applicable)
https://twitter.com/Guido_Mercati
