Lucinda SPERA

Chief Marketing Operations | TRUSSARDI

Lucinda started her career at Ogilvy & Mater, building her expertise in Marketing and advertising. She later joined Diesel, achieving several awards for many advertising campaigns, and Guess, directing the communications for the EMEA market. CMO of Trussardi since 2015.


1. What was your very first job?

I started working at Ogilvy & Mather, an advertising agency.

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

To understand the changes in the world around us even before they become apparent in order to respond to the ever-mutating needs of the consumer. It is the constant analysis of what is going on to rapidly create contents and experiences that are relatable, contemporary and always appealing.

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 the train of events that brought you to where you are today?

I have always liked creative products, either they were books, films, music, pictures, street art or advertising campaigns. It is the messages behind the final product that fascinated me: the creative process, the initial spark, the following ability to make that idea a concrete project. Being able to see this development every day in my work life makes me understand that, even if there is still a long way to go, I have found my true calling.

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

I think it is important to look for inspiration where you least expect it. Just because I work in the Fashion Industry, that does not mean I only look at my fashion competitors. I look at all media of communication: from the latest series to the latest YouTube viral video. I’m extremely fascinated by the narrative of the street style photography.  And travelling, travelling a lot: anywhere, everywhere, always. I am the happiest when I have a plane ticket in my hand.

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?

I always think that my best project will be the next one: it’s the curse of the one that never settles, the overachiever, the overpowering Gemini in me. But if I have to think of something I am very proud of I would for sure mention the awarded campaigns I have managed while working at Diesel (Be Stupid campaign is my favorite) and the positioning change that Trussardi have been facing in the last couple of years: a very traditional brand was able to revolution itself in order to face the contemporary world.


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
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
President | BRANDCOT
WW Visual Design Manager | BULGARI
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
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
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
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
©2016 LE BOOK All Rights Reserved