Twenty-plus years in branding.

Most of them spent figuring out what actually works versus what looks good in a pitch deck.

As an agency leader, I've worked with brilliant multicultural teams to support and transform brands facing different challenges across different markets and industries: German automotive giants, Chinese tech disruptors, forward-looking enterprises in the UAE, visionary start-ups in Europe.

The projects span brand strategy, visual identities, strategic consulting for C-level executives, brand governance, sound branding, naming, and brand architecture. Different scopes, industries and markets, but same purpose: cut through the noise and create brands that work in the real world—not just in presentations.

Along the way, won several awards with my teams: multiple Red Dots including Agency of the Year in 2022, Golds, Silvers as well as Grand Prix at Transform Awards Asia Pacific in 2023 and 2024; Silvers and Bronze as Campaign Asia Branding Agency of the Year, and I was Cannes Lions Shortlisting juror in 2024.

I graduated in Chinese language and literature at Rome University 'La Sapienza', moved to Beijing in 1995, and spent the next three decades in China, starting first as a business consultant and then finding my own path in building agencies and brands.

Co-founded the design agency Standards Group in 2001, worked at Brand Union (WPP), and then at MetaDesign China (Publicis Groupe) as Managing Director and Chief Strategist from 2014 until 2025.

Written and published two books about China—'Beijing Dictionary' and 'Handbook for Aspiring Sinologists'. Now working on my next one, this time about branding.

Recently relocated to Valencia, Spain, looking for new stimulations, new challenges, and some much needed vitamin D.

Italian by birth. Fluent in Mandarin and English, basic Japanese, currently getting my Spanish into proper gear.

I recently finished the first draft of a new book about the branding industry. It's the kind of book I wish someone had given me when I started—the real challenges, decisions, and trade-offs in building brands that actually deliver results. No jargon, no theory for theory's sake. Just what works, what doesn't, and why. In my opinion, of course.

Also planning to launch a podcast featuring conversations with professionals from across branding, marketing, and advertising—agency leaders, strategists, designers, brand-side executives. Real conversations about how the work actually gets done. No scripted talking points, no corporate speak.

Currently available for consulting, select projects and speaking engagements.

Let's talk.