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Alessandro SABINI
Chief Creative Officer | McCANN MILAN
Alessandro Sabini worked for the most important brands in the communication industry in Italy: Publicis and Saatchi & Saatchi, before starting his Creative Director career at Arnold Worldwide Italy in 2006 where he won many national and international awards. He then moved to Bcube (Publicis Groupe) to lead the creative teams working on BMW, Mini and Coca-Cola; after two years he was asked to become Creative Director at Leo Burnett Turin where he was responsible for the whole Fiat Group and as Worldwide Creative Director for the Chrysler Group brands. Leaving Leo he moved to Ogilvy & Mather Italy where he served as Executive Creative Director on international brands like S.Pellegrino and Lactalis. In 2013 he joined McCann Worldgroup Italy where he currently works as Chief Creative Officer for both Milan and Rome offices.
From 2002 to 2012 he created the most important creative projects for MTV Italy included the first italian conversational campaign that won the ADCI Grand Prix. Among his awards, Cannes Lions, D&AD, Clio, One Show, Eurobest, LIA, Webby, ADC NY, NYF, Epica, ADCE, Golden Drum.
influences
questionnaire
1. What was your very first job? What does it feel like to look back at it?
Summer job in a stock trading agency. Made it pretty clear what I didn’t want to do.
2. Please describe, in your own words, what your current job is and what work it entails.
Our team works to decode what comes from people, technology and society in order suggest the five-year product and service strategy for my company.
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? Which train of events did bring you to where you are today?
I always loved to look around and make connections. I always looked at the way people talk, dress, move and act, how society develops trends and reactions as an explorer visits a new territory. And I’ve always seen opportunities unfolding in this new territory – and the events of life determine which of this opportunities you transform into a project or becomes your job.
4. In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I currently look at two areas: the field of urban mobility – that is undergoing something that can be considered a mild revolution (sharing, autonomous, mobile technologies) and an area of emotions and sensations typical of the world of the motorcyclist. This makes it fairly easy to keep us inspired.
5. If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
One of the software developed by my first startup. An Artificial Intelligent system that “read” documents and through a semantic analysis could compare papers that had some correlation in order to evaluate the coherence and consistency of the information contained.
