Paolo Iabichino

Bio

My experience unites working with relational marketing on brands like Alitalia, American Express, Armani, Autogrill, Bulgari, Carrefour, Galbani, IBM, Nestlé, Nutella, Philips, Timberland, Wind, and others, to developing consumer activation activities, at selling points, on the net or in the field. I'm use to coordinate and support working teams where different skills and disciplines are blended to serve the same goals. I'm convinced that advertising no longer needs a target, but an interlocutor with whom brands and products can create a relationship overcoming the logic of the need to mix with ethics of the service. Professor at IULM University (Creativity for Social Media), I'm among the authors of a book titled “The Magic of Writing” and I'm again present with an intervention regarding writing on the network inside the reprint of “Business Writing” by Alessandro Lucchini. I'm also the author of Invertising a book that analyses the transformation in act in the advertising world. The theme has also become a course at IED Milan, where young Art Directors are training for their profession regarding the passage “From advertising to invertising” where I participate as creative director and lecturer of the course. More recently, I have published an essay in "Il Fascino dei Numeri" by Dimitri Maex, analysing the relationship between the world of Big Data and creative advertising. In 2013 I joined the board of directors of the Master in Digital Communication Specialist course, where I've contributed to setting up a specialised training programme, a collaboration between ASSOCOM (Italian Communication Agencies Association) and the Scuola di Alta Formazione of the Università Cattolica, Milan. I'm twice been a juror at the Cannes Advertising Festival; I am a member of the Italian Art Directors Club and also a member of the Scientific Committee of the Storytelling Observatory at the University of Pavia.