Federico is a global creative leader who worked for 20+ years between Europe Asia and Middle East. As Executive Creative Director, he managed clients of the caliber of J&J, P&G, Snickers, Pepsi and Walls among others.His forte is building relationships with clients and creating integrated campaigns, which brought him 200+ creative awards through the years.
Federico worked for some of the big networks such as McCann-Erickson, Young & Rubicam and BBDO and he was lucky enough to win some of the most coveted industry accolades (Cannes, Epica, D&AD, LIA, CLIO, Eurobest, One Show, Spikes, Lynx, New York Festival among others). After 10+ years in Italy, he moved to Russia and became Executive Creative Director at Young & Rubicam Moscow. The biggest achievement for him was to lead the Russian team in winning their first ever Cannes Lion (followed by 9 more Lions in the next five years) and to turn Young & Rubicam Moscow into the most awarded agency of Russia (N.1 agency in AKAR ranking 2015).
After five wonderful years in Russia, Federico joined BBDO Guerrero in Manila, where he consolidated his global acumen by working for brands like Cornetto with a global and regional position. Among all the many achievements in the Philippines, the work in BBDO gave him the privilege to be ranked in 2020 among the top 10 Executive Creative Directors worldwide, according to Best Ads Creative Ranking.
After his professional journey in the Philippines and at the beginning of 2022, Federico joined FP7McCann MENAT as Chief Creative Officer. During his first year in the Middle East, Federico won with FP7MCCANN 9 Cannes lions (the highest number of lions in the MENAT region at Cannes 2023 ) and he helped the agency to score big in numerous regional and international shows like the New York Festival, Clio, Dubai Lynx, Mad Stars and Loeries among others.
Despite all the many achievements during his career, Federico defines himself as a very fortunate one, “I had the privilege to work with the best talents of the industry. In fact, I will never stop thanking all the relentless, resilient passionate heroes who shared my professional journey with patience and fate in my creative vision. There is no success, there is no big win without a great partnership with my team and my clients."
Federico’s mantra? ”Instinct, passion, and a bit of stupidity. Be unapologetically stupid to make your work better. Every 10 stupid ideas will give you 1 amazing one. So don’t be afraid of being stupid. You need to go through being stupid to come up with something seriously smart.”
Federico is also a photographer (his work has been featured in 3 personal photographic exhibitions) and a Design & Art Direction Professor (Italy: taught at IED University, at Milan Catholic University and at Milan Politecnico University; Russia: taught at British School of Design in Moscow).
During his journey in the advertising industry, Federico have also had the honor to be part of national and international juries such as: Cannes Young Lions, ADCI (Art Directors Club Italy),ADCR( Art Directors Club Russia),Andy’s, Loeries, ADCE (Art Directors Club Europe),Tambuli award,Ad Black Sea festival,Red Apple festival, New York Festival, Adfest Asia, YDA (Young Directors Award) and Boomerang Award.