In short
I am an Italian marketing strategist, brand design professor, and AI consultant with over 30 years of professional experience. I have directed marketing for iconic Italian companies, taught brand strategy at master’s level, contributed to EU-funded research projects, and consulted for SMEs across multiple industries. I am currently one of Italy’s most active voices on the intersection of artificial intelligence and branding.
The full story
The beginning — building the craft (1980s–early 1990s)
In 1984, I began developing visual concepts and graphics for large companies’ corporate presentations, in the era of slides and multi-projection shows, when early computer graphics were emerging but the work still required a strong handcrafted approach. I started when there were no frameworks, no digital tools, no performance dashboards — just the ability to understand people, products, and context. I spent the first few years learning the foundations: copywriting, marketing, branding. Working on field and studying at the university. My first company had a clear mission: to build communication strategies that worked in the real world. The craft I developed in those years — before any algorithm, before any social platform — is still the foundation of everything I do. Marketing and technology change. Human psychology does not.
The digital frontier (mid-1990s–2000s)
When the internet arrived in Italy, most marketers waited to see what would happen. I did not wait. By the mid-1990s, immediately after the release of the first Web browser, I was already building digital communication strategies for Italian and foreign companies, and helping businesses and sports professionals understand what it meant to have a presence online. I was among the first professionals in Italy to integrate traditional brand communication with digital channels. This was not a strategic insight — it was a genuine conviction that the web would change everything. It did.
On 2000 a new challenge: I decided to sell my company and go to work at some of the most significant companies of that era. I built the international strategy at the Europe’s leading internet provider, when the European digital market was still being invented in real time. I directed the oldest publisher of cinema magazine of Italy. I led the marketing and positioning of one of Italy’s most recognized cultural brands. Those years gave me a perspective that most consultants cannot claim: I have seen the birth of digital marketing from the inside.
In 2008 I decided to be again an entrepreneur: I founded Movantia, an award-winning marketing and brand consultancy, now powered by AI. From iconic global names to rising challengers, we have steered growth initiatives for brands on every continent. Our signature expertise is brand licensing: for more than a decade we have helped major international companies unlock and extend the value of their intellectual property worldwide.
I worked for IBM Italy, Microsoft Italy, Appian, Ubisoft, Sharp Consumer Europe, Versace, Conte of Florence, Medimmune, Martini & Rossi, Ducati Motor Holding, Automobili Lamborghini, MV Agusta, Maserati MSG, Getty Images, Perfume Holding, Authentic Brands Group, and many others.
Today, Movantia harnesses the power of AI to reveal what customers are thinking. We have divisions that do digital design with AI (YOUXP), we organize corporate AI training courses (MeltinCom), we built CAIO – an AI-based web builder.
The academic dimension (2020s–present)
I always loved teaching at university. Teaching gives me the opportunity to transform experience into knowledge, and transfer it to younger generations. When you have to explain why something works — not just that it works — you develop a depth of understanding that practice alone cannot give you. I teach Brand Design and Marketing Strategy at master’s level in Italian academies and universities, developing curricula that combine strategic theory with real-world application. My students have gone on to work at major Italian and international brands, startups, and creative studios. The academic dimension has also kept me intellectually honest. Unlike many practitioners who stop learning once they achieve success, teaching means I read, research, debate and update my thinking every year. It is the best form of professional development I know.
The AI chapter — and what comes next (2020s–present)
Artificial intelligence is not the first transformation I have witnessed. I started with the advent of the Personal Computer, then I experienced the transition from analog to digital, and then to networked digital: the Web. I created some of the online formats that today are key for digital marketing. As AI appeared, I realized it is, however, the most significant — and the one most likely to be misused.
Since 2022, I have been studying, experimenting with, and advising on the application of AI tools in marketing, brand strategy, and creative production. I am working with SMEs, creative industry companies, and educational institutions on AI adoption programmes. I contributed to international roundtables on AI governance, including EU-level discussions.
In 2025, I joined the NIMI Project — New Intelligence of Made in Italy, a European initiative that applies AI to the creative industries and the AFAM sector. My role focuses on marketing strategy and the practical application of AI tools in brand communication and creative production. Concurrently, the EU AI Act has entered into force, with key deadlines for businesses falling in August 2026. I am one of the clearest voices in Italy on what the Act means for marketing teams, brand managers and SMEs — translating legal complexity into operational guidance.
My LinkedIn profile