Alberto De Martini

He began his career as a copywriter at Armando Testa and soon became Creative Director at McCann Erickson. At just 28, in 1983, he founded his first agency and won a Silver Lion at the Cannes Festival. A true communication visionary, in 1995 he created the first Internet division within an advertising agency in Italy. From 2004 to 2019, he led Red Cell (WPP Group), signing off on campaigns that made history: the launches of Sky and Vodafone, the repositioning of Mediolanum, Unieuro, and Misura. In 2005, Sergio Marchionne called on him to design the Fiat campaign that marked the beginning of his leadership. In 2019, he founded Conic, a communication agency built on an innovative business model. But his story goes far beyond advertising. He is an educator: he taught Creativity Techniques at IULM and is now a lecturer at Università Cattolica in Milan and at the RCS Academy Master’s program. He is a writer: author of four essays on communication, the most recent published in 2024, Purpose Narrative Strategy. He is a lyricist: he wrote ten songs for Mina. He is an entrepreneur: together with chef Pietro Leemann, he founded Joia, the first Michelin-starred vegetarian restaurant in Italy, and in 1997 he launched Italy’s first wine e-commerce platform, Vinoplease.it. And then, the sportsman: a passionate sailor, in 2002 he won the Italian Sailing Championship, IMS Class 4.