Guido Mercati

Current

Founder & Brand Editor in Chief at Cannibal Brand Editors LTD

Past

Founder & Director at ANDY. The Open-Source Ideas Factory.
Head of Strategic Planning at Saatchi & Saatchi Italy
Senior Strategic Planner at Leo Burnett Italy

Strategic Planner at IN ADV
Strategic Planning Director at Expansion
Strategic Planner at Comunica
Strategy Consultant at IAF Consulting

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4 more...

Education

Università di Bologna

Recommended

27 people have recommended Guido

Connections

500+ connections

Industry

Marketing and Advertising

Websites

My Company

Guido Mercati’s Summary

In 2008 Guido Mercati resolves to get back to Ideas: Advertising was the 8th Art, but now is dead, while the other 7 do not feel too well themselves.

Education in Semiotics, in 2008 he worked hard in Saatchi&Saatchi as Head of Strategic Planning, in charge of all Communication Strategies for all the main Clients and the new business activities. He was proud of working for Lovemarks like Armani, Renault, Groupama, Intesa Sanpaolo, Kinder Ferrero, Amplifon, Bialetti, Pampers, Mondadori, Regina, Alitalia, Istituto Scientifico San Raffaele, Sony Ericcson, Brembo, MTV, Enel and, last but not least, Saatchi&Saatchi. At 28, he was the youngest ever Head of Unit in the Advertising business in Italy.

He springed from Leo Burnett where he worked as Senior Strategic Planner in charge of the Fiat Auto Italian and International Markets for brands like 500, Panda, Grande Punto, Linea, Sedici, Croma, Fiat Parts&Service, Fiat Professional (Ducato, Fiorino, Doblò), Fiat Autonomy and furthermore on other brands like Abarth, Iveco, Dash, Juventus F.C., Trentino SpA, Western Union, Regione Piemonte, CIS, Maserati. He signed up this knotty role, during the renaissance of the N°1 Italian company, when he was 27 y.o..

He worked during the last years for some Advertising and Communication Agencies as Strategic Planner and Researcher on olistic projects and platforms for many other brands such as New Holland, Deutsche Bank, Kerakoll, Panorama, Caffè Vergnano, TNT, Brosway, Suzuki, Kinder, Midas, Alfa Romeo, Mochi Craft, Scholtés (Indesit Group), Slamball, Marzotto e Uomo Lebole, Patasnella by Pizzoli, Golfetta e Golfera, Gaggia, Fin-Iper, Despar, Vip, Alea Camicie, Eridania, XTEL, Elmeg, I.N.P.S., SAP, Costa Crociere. He practically worked for every industry: from Fashion to Large-scale Retail Trade, from Energy to Banking, from High-Tech to Food&Beverage, from Automotive to Tourism.

Guido Mercati’s Specialties:

Ideas Believer.
Strong Reader.
Gung-ho Xplorer.
Eager Music Lover.

He mucks in Semiotics, Social Sciences and Marketing magazines and portals around the world.

Guido Mercati’s Experience

Founder & Brand Editor in Chief

Cannibal Brand Editors LTD

(Privately Held; Marketing and Advertising industry)

August 2009 — Present (5 months)

Together with Photographer and Designer Michele Turriani (www.micheleturriani.com) we are trying to kick up new Brands in the search for innovation and contents, giving real people what they want for real, not mere silly ads that nobody reads or likes to watch.

We want to make Commercial Brands Content Editors on their own.

We are working on three amazing top brands right now in the fashion and sportwear kingdome.
Founder & Director

ANDY. The Open-Source Ideas Factory.

(Arts and Crafts industry)

August 2008 — July 2009 (1 year )

We launched with a fake viral campaign DUNX powered by TIM TRIBU': viral video with over 500.000 visits in less than 3 weeks, strategic design (from logo design to launch event), adv campaign (print+outdoor with 8 subjects), digital PR, web design (www.dunx.it).

We did a Landscape for Coty Italy for JIL SANDER, portraying young Italian women about the launch of the next premium fragrance. The result was an 80 pages photographic story.

We shoot viral videos to raise money on EBAY for AriSLA in a project created by our NY City partners People Ideas & Culture (thanx Domenico and Logan for wanting us to leave our mark in a so cool project).

We amazed the difficult and hard to please audience of a car like the new Jaguar XKR in a digital and social network project, shooting and spreading 4 videos and over 80 photographies. Thanks to Fabio Romano for believing in groundbreaking ideas in the often too conservative Luxury World and thank to all the people who dreamed about "L'Estasi e il Gentleman", screened on www.xstatic.it.

We were Andy.
Head of Strategic Planning

Saatchi & Saatchi Italy

(Public Company; PUB; Marketing and Advertising industry)

2008 — 2008 (less than a year)

I managed every brands and industry (P&G apart), as far as the Milan and Rome's offices daily routines.

I won three pitches in six monthes in three different industry and for different target groups: Amplifon, MTV Mobile and Groupama.
Senior Strategic Planner

Leo Burnett Italy

(Public Company; PUB; Marketing and Advertising industry)

2006 — 2008 (2 years )

I managed the Strategic Planning Unit in Turin, mainly over FIAT Worldwide account, spanning over 20 different brands and supervising planning activities over 20 countries.

I won many pitches on different brands like Fiat Linea in Turkey, Trentino Spa, Maserati, Regione Piemonte, Juventus FC, Dash, Abarth and Ferretti Group.
Strategic Planner

IN ADV

(Privately Held; 51-200 employees; Marketing and Advertising industry)

2006 — 2006 (less than a year)
Strategic Planning Director

Expansion

(Privately Held; 51-200 employees; Marketing and Advertising industry)

2004 — 2006 (2 years )
Strategic Planner

Comunica

(Privately Held; 11-50 employees; Marketing and Advertising industry)

2003 — 2004 (1 year )
Strategy Consultant

IAF Consulting

(Privately Held; 11-50 employees; Marketing and Advertising industry)

2001 — 2001 (less than a year)

Guido Mercati’s Education

Università di Bologna

5 years , Sciences of Communication

Graduated writing an Experimental Thesis in Textual Semiotics, in the College Course founded by Umberto Eco.

Additional Information

Guido Mercati’s Websites:

My Company

Guido Mercati’s Interests:

Anything you can get away with.

Guido Mercati’s Groups:

Account Planning Group UK: www.apg.org.uk
Media Starz: www.mediastarz.co.uk/profile/GuidoMercati

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