Head of Brand & Trading Communication | SKY

More than 20 years in advertising, working at Sky Italy for two years and half, she manages Brand Communication. She started her career in Ford Italia, working in the Marketing and Communication Department. Then she spent two years in BBDO Italy, seven years in Leo Burnett Italy and finally she moved to 1861United/Grey United. In these years she worked on several brands developing a deep knowledge of different markets from TLC to food to automotive and many more. She is a TV-series addict, and, above all, a happy mum of three children. 


1. What was your very first job?

During my university I used to work in the Congresses and Events organization. It was an intense work that gave me not only an early economic independence from my parents but moreover I experimented my skills to work under pressure, with strict timing and people’s relationship and management of different stakeholder. It was quite a good training!

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

I’m Head of Brand Communication in Sky Italy, so I try to bring the Brand closer to people, customers and prospects, establishing strong connection in their hearts and minds.

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

I grew up with strong passion for arts, music, video and design but I didn’t realize that something linked to them could be my job. So after a law degree I started to work as lawyer but I wasn’t gratified at all. It was boring. So I challenged my-self to change and after a Master in Marketing and Communication I finally started my path in advertising. And after 20 years I still love my job.

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

I think that in our everyday lives we must always be updated on trends and creativity and that is part of our job, of course. I try to find most of my inspirations when I don’t sleep in the middle of the night, thinking about our customers' needs, trying to understand what they love more, and how to give them always more value with our brand.

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’m very proud of the 2017 Sky “Emotions” campaign created by M&C Saatchi. For Sky it was the very first brand campaign after many years, and the challenge was to engage people to re-see Sky. Everything started from a simple insight: Sky moves you in so many ways that you can’t explain them with existing words. Thinking of it as a holistic project, we didn’t only launched TV commercials and OOH, but also an entire vocabulary that could express new, invented feelings. Words which have captured the “Magic of Sky” and stimulated interest and conversations.


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