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.