“Purpose is what drives a brand’s story.”
Federico helps build successful brands through strategy, creative leadership, storytelling and design. He has spent his career building and nurturing Purpose-driven cultures and believes that a company’s Purpose is the value its products or services add to people’s lives; “People don’t care about brands, they care about what brands do for them.”
As a storyteller, Federico is guided by the insight that “people connect with characters in a story when they recognise what drives them. Purpose is what drives a brand’s story.”
With extensive experience building global brands for leading media organisations, his recent clients include the BBC, SKY, Eurosport and Discovery. Prior to consulting, he was VP for Brand and Creative Marketing at Discovery Europe for 9 years, where he was responsible for 24 brands in 22 territories.
He has been awarded multiple industry recognitions, including Cannes Lions, D&AD and Broadcast Awards, is an Executive MBA alumnus at the Berlin School of Creative Leadership and was named one of the top 50 Creative Leaders in the UK by Creative Review in 2016.