g Guido Mercati

Former Head of Strategic Planning in Milano, London and Dubayy on local, regional and global business at Leo Burnett, Saatchi&Saatchi and GREY Group. Today, as Global Council Member and Head of the MENA  Chapter at the Branded Content Marketing Association  and CIO at Filmmaster, I help innovative brands to benefit from the Social Enterprise era through Brand Innovation, Content and up-stream Marketing.

Lecturer and Juror at Creativity Festivals, Innovation Congresses and Universities, such as M&M Global Awards in London, ID Cristal Congress in Dubayy and Polimoda International Institute of Fashion Design & Marketing in Firenze.

Amongst my best interpretation of the last 10 years, I’ve been a yacht-owner for Ferretti, a bewhiskered stylist for Diesel, a petrolhead for Maserati and Abarth, a riotous teenager for MTV, a semi-deaf old chap for Amplifon, a rabid migraine for Panadol, a rabid fan for Juventus FC, a rugged trucker for Iveco, a pebble for Nike, an Up in the Air’s George Clooney impersonator for Alitalia, an expat daddy for Western Union, your icky girlfriend for Tampax (those days), a fussy kid for Horlicks (every morning), THAT flickering lock for Pantene, Giorgio for Armani, a surprise-egg for Kinder, another kind of surprise for Pampers, a wine ring on your wife’s favorite tablecloth for Dash, some unmotivated haste for TNT, a “subject to approval” for Deutsche Bank, a bug in your computer before an Executive Committee for SAP, the mighty Mother Earth for New Holland-CNH.


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