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Raffaele ZUEGER
Marketing & Comms. Dir. | BASEL WORLD
Raffaele studied Communication Sciences at the University of Lugano. After graduation, he worked for an advertising agency as account executive, in charge of branding and advertising projects. He continued his education and obtained a science masters in communications management. He joined BSI Bank as head their worldwide internal and external communications and managed all communications and branding activities within the company as well as developing projects in Asia.
In 2012, he moved to Geneva where the head of advertising, content & social media for Piaget, managing all content related activities, from advertising to social media, from content creation with Ambassadors to branding activities.
questionnaire
1.) What was your very first job? What does it feel like to look back at it now?
Dishwasher during summer holidays. It seems dreams came reality.
2.) Please describe, in your own words, what your current job is and what work it entails.
Curious, creative & precise.
3.) How did you discover that the creative world is 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 had the chance to meet at the high school Oliviero Toscani, the controversial Benetton’s photographer. He had such a strong Impact on me that I decided to follow a similar path.
4.) In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
Contemporary art, cinema and nature are my sources of inspiration.
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?
A limited edition of a series of cooking book I created for the bank I used to work.
