Alessandra GIOMBINI

External Communication Mganager | IKEA

38 yrs old, born in Rome but 100% Milan- grown,  mother of two. Today I lead the external communication team in the marketing dept. of IKEA, after joining the company 10 years ago. Previously, I had a stint in the account dept. @ McCann Erickson where I got the chance to work on some of the major brands in pretty much every category in the market, from FMCG to Luxury and Editorial. My other passions include sailing, arts and travels

questionnaire

1. What was your very first job?

My very first job was in the advertising business, as I joined McCann Erickson as an Account dept. intern and worked my way to Account Supervisor in a bunch of years, honing my skills on the big multinational and local clients typical of that kind of agency. A great first experience, with the just right balance of creativity and marketing that set me up for the next challenge, joining the IKEA as National Advertising Manager first and now, External Communication Manager.

2. Please describe, in your own words, what your job is and what work it entails.

Basically I am responsible for creating the marketing communication strategy and the annual communication plan across all kinds of consumer touchpoint: tv and radio, digital and social, store, direct. In time IKEA has become a true content provider and storyteller, so me and my wonderful team take care of the story the brand tells on a day to day basis.

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?

I believe that some people, somehow, have a certain bug, or urge if you wish, that is intrinsically part of their own design: that impacts on their way to look at things, to fit (or not fit) into their peer groups, on their idea of success and satisfaction. This kind of attitude I started to feel in myself since a very early age, and eventually lead me to always make slightly “off the center” choices, that eventually brought me in contact with more creative situations and, ultimately, to enroll in an “alternative” kind of business environment like the ad agency.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

In time I found that making connections between different things and different aspects of your life is very important to develop a personal and original point of view. Some things come at you while playing with your kids, that will spark interest in a Google search or a Netflix series, that will provide extra stimuli for a meeting with one of the agencies or the CMO the next week.

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?

The most immersive, funny, disruptive and literally crazy project I’ve ever managed, since I joined IKEA, has been the temporary concept store in Milan during EXPO 2015.

Six months of creative jam sessions with designers, universities, influencers and people from all over the world, simply being together to talk, share, discuss, flirt and argue around the table. A new way to explore the everyday life at home – with some extra curiosity life in and around the kitchen with dynamic schedule of events, topics explored, cook alongs, fashion shows, talks and much more.

jury

Creative Director | LEO BURNETT
Executive CD & Partner | SUPERHUMANS
Head of Gbl Brand Comm. | MASERATI
International Brand Image Sr. Mgr | POMELLATO
Global Communication Manager | MOLESKINE
Head of Brand & Trading Communication | SKY
WW Omnichannel Retail Dir. | MAISON MARGIELA
Creative Director | DUDE
Media Marketing Manager | BORBONESE
Global PR Manager | PHILIPP PLEIN
Creative & Digital Director | TBWA
Executive Creative Director | PUBLICIS
Executive Creative Director | DDB
Creative Dir. | VICE Fashion & Luxury Group Italy
Communication Director | CARTIER
Founder & Dir. | FASHION FILM FESTIVAL
Co-Founder | THE KEY CREATIVE COMPANY
Co-Founder & Chief of Innovation | THE BIG NOW
Art Direction Brand Specialist | BULGARI
Communication Director | ADIDAS
Dir. of Media & Production | ETRO
Head of Advertising | ENI gas e luce
Creative Director | CUCCO
Head of Mktg & Comm. | PRIVALIA GROUP
Group Chief Marketing Officer | BARILLA
Creative Director | SARTORIA
Head of Digital, Mktg & Retail | NYX - L'ORÉAL
WW Comm. & Marketing Dir. | GILMAR
Design Curator & Journalist
Head of PR & Communication | YOOX
Founder & CD | STUDIO FALAVIGNA
President | BRANDCOT
WW Visual Design Manager | BULGARI
Art Director | CONDÉ NAST ITALY
Creative Director & Partner | M&C SAATCHI
Senior Print Designer | EMILIO PUCCI
Global Digital CD | PUBLICIS ITALY
Global Creative Director | SAATCHI & SAATCHI
External Communication Mganager | IKEA
Head of Communication | VHERNIER
Founder & Creative Director | MACSIOTTI
Board Member | ADCI
CD & Visual | NAPAPIJRI, VF CORPORATION
Communication Director | FAY
Creative Director
Creative Digital Project | DSQUARED2
Executive Creative Director | ARMANDO TESTA
Creative & Sr. Art Dir. | CONVERSION AGENCY
Global Head of Content & Media | DIESEL
Mktg Mgr | ICR Cosmetics & Founder LABSOLUE
Global Head of Creative Production | DIESEL
Mktg & Prod. Dir. | FERRAGAMO PARFUMS
Exec. Digital CD | ROBILANT ASSOCIATI
WW Image Production Sr Mgr | ETRO
Communication Lead | MICROSOFT ITALY
CEO/Creative Partner | AUGE HQ
Head of Social Media | ELISABETTA FRANCHI
Head of Mktg & Comm. | FABIANA FILIPPI
General Mgr Italy & Greece | COTY PRO. BEAUTY
Head | MEDIACOM ITALY
Global Communication Director | HOGAN
Creative Production Director | WE ARE SOCIAL
Creative Director | DUDE
Media & Digital Comm. Mgr | ROBERTO CAVALLI
Exec. Creative Dir. | YOUNG & RUBICAM
WW Head of Digital | VERSACE
WW Head of Digital & CRM | ILLYCAFFE
Creative Director | RUINI STUDIO
Head of Strategic Innovation - SVP | PIAGGIO
Brand Manager | BEIERSDORF
Head of Communication & Digital Mktg | ASPESI
Head of Marketing & Communication | AGNONA
Head of Digital & Content EMEA | ALFA ROMEO
Digital & Content Mgr | PAULA CADEMARTORI
Chief Marketing Operations | TRUSSARDI
Sr. Brand Marketing Mgr | VF CORPORATION
Chief Global Marketing & Communication | PINKO
Creative Director | STUDIO BLANCO
Sr. Art Director | YOOX
Executive Creative Director | FCB
Advertising & Comm. Mgr | BASICNET
Global Marketing Manager | RAY-BAN
Group Creative Director | FCB
Marketing Creative Director | BOTTEGA VENETA
Creative Director | LUXOTTICA
Chief Digital Officer | ETRO
Image Production Manager | TOD'S
CEE Content Lead | COCA-COLA
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