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.

questionnaire

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.

jury

Exec. Creative Dir. | SUPERHUMANS
Head Of Gbl Brand Stg Mktg | ANGELINI
Brand Director | SKY
Exe. Creative Dir. | LEO BURNETT
Creative Director | OGILVY
EMEA ECD | WPP
Brand Img Supervisor | SERGIO ROSSI
Chief Marketing Officer | PINKO
Head of Art Buying | GUCCI
Gbl Mktg and Comm. Dir. | PATRIZIA PEPE
Creative Director | VICE Fashion & Luxury
Founder and Director | FFFMILANO
Co‑founder & Managing Dir. | THE BIG NOW
Strategic of Innovation | PIAGGIO
Exe. Creative Dir. | LEO BURNETT
Global Creative Director | PUBLICIS ITALY
Creative Director | CUCCO
Head of Mktg & Comm. | VEEPEE
Creative Director | SARTORIA
Head of Crea. Dep. | GREYUNITED
Brand Content Manager | HOGAN
ECD | SUDLER & HENNESSEY
Creative Director | STUDIO CIRO FALAVIGNA
Head of Pr & Comm. | YOOX
Senior TV Prod. & ADV | FERRERO
Creative Director & Partner | MC SAATCHI
Gbl Brand Managing Dir. | POMELLATO
Marketing Director | COTY
Creative Director | LEO BURNETT MILAN
Executive V.P. Creative | DELOITTE DIGITAL
Head of Art Buying | VERSACE
EMEA Exe. Creative Dir. | WPP
Advertising Director | PIRELLI
Chief Marketing Officer | MOLESKINE
Brand & Corpo. Comm. Mgr | Lamborghini
Gbl Content & Crea. Prod. Mgr | POMELLATO
Head of Mktg & Comm. | PERCASSI
Exe. Creative Dir. | ARMANDO TESTA
Exe. Creative Dir. | LEO BURNETT
Creative Director | YAM112003
Head of Creative Prod. | CALZEDONIA
Digital Content Manager | BVLGARI
Marketing Director | FURLA
ECD & Partner | SERVICE PLAN
Comm. & Img Prod. Mgr | LIU JO
Marketing Director | FABIANA FILIPPI
Creative Director | LUXOTTICA
Marketing Director | ARPER
ECD & partner | DUDE
Digital Manager | PORTS
Image Director | EMILIO PUCCI
Head of TV & Content | LEAGAS DELANEY
Creative Director | RICCARDO RUINI STUDIO
Chief Creative Officer | McCANN MILAN
Marketing Director | AGNONA
Head of Creative | MULLEN LOWE
Chief Creative Officer | DLV BBDO
Chief Marketing Officer | TRUSSARDI
Chief Gbl Mrktg & Comm. Board Advisor | PINKO
Head of Mktg | SEBAGO, BASICNET
Chief Digital Officer | MISSONI
Head of Mktg | K-WAY, BASICNET
Head of Branding | VALENTINO
Mktg & Comm. Dir. | CAMICISSIMA
Director Mktg & Comm. | COTY ITALIA
Executive V.P. Creative | DELOITTE DIGITAL
Head of TV and Print | McCANN MILAN
Advertising Manager | FERRERO
Creative Director | JWT
Communication Manager | NIKE
Communication Director | DSQUARED2
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