Alberto De Martini

ALBERTO DE MARTINI brief biography Advertising professional Born creative, he started as a copywriter at Armando Testa and continued as creative director at McCann Erickson. At 28, in 1983, he founded his first agency, winning a Silver Lion at the Cannes Festival. In 1995, he established the first Internet division of an advertising agency in Italy. From 2004 to 2019, as CEO of Red Cell, WPP group, he created, among others, launch campaigns for Sky and Vodafone, and repositioning campaigns for Mediolanum, Unieuro and Misura. In 2005, Marchionne called him to create the Fiat campaign that inaugurated his mandate. In 2019, he founded Conic, a communication agency based on an innovative business model. Teacher He taught Creativity Techniques at Iulm from 2015 to 2020. He is a lecturer in the Advertising Psychology course at the Catholic University of Milan and at the Rcs Academy master's program. Writer He has published four essays on communication. The most recent, released in 2024, is Purpose Narrative Strategy. Songwriter He has written ten songs for Mina. Entrepreneur In 1990, he opened Joia with chef Pietro Leemann, the only Michelin-starred vegetarian restaurant in Italy. In 1997, he created the first Italian wine e-commerce site, Vinoplease.it, later acquired by the multinational Chateau on Line. Sportsman A sailor, he was Italian Sailing Champion, IMS class 4, in 2002.