Tuesday, May 26, 2015
3:35 - 4:00 PM
Ted Talks - Trinity Ballroom Two

'The Italian Job' – Creating a Lovemark with Brand Italy

In 2013, we were asked to hep make Italy a Lovemark, to create a branding program that would ‘inspire the world to fall in love with Italy’ - in order to create exports, jobs, investment and economic recovery.

The deadlone was Worls Expo in Milan 2015, where Italy had a big opportunity to reach the world, but there was work to do. The the nation had issues of awareness, perception, affinity and delivery.

I will talk about our approach the research that led us to the understanding of the critical emotional drivers of Brand Italy, so we could better tell Italy’s story.


Mary Catherine Mills
Worldwide Director of Strategic Intelligence, Saatchi & Saatchi

Mary Catherine Mills is Worldwide Director of Strategic Intelligence for Saatchi & Saatchi.

She champions inspiration from information. Her current role is to build a culture of business effectiveness at Saatchi, steeped in appropriate research, and accelerated by training and development.

She is an award-winning strategist and has been part of the global planning team at Saatchi & Saatchi for over 13 years.

While she has thoroughly enjoyed working in Sydney Australia, New York USA, and currently out of London UK, she is a passionate Canadian, and Toronto remains home. So she’s on a plane a fair bit.