Lucinda SPERA

Chief Marketing Officer | 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.


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