Guido Mercati

SVP, CIO (Branded Content and up-stream Marketing)

  • LocationLondon, United Kingdom


View all

Are you sure?

Do you really want to delete project Dubai Government: Towards 2021 Initiative?

Are you sure?

Do you really want to hide project Dubai Government: Towards 2021 Initiative?

Are you sure?

Do you really want to unhide project Dubai Government: Towards 2021 Initiative?

Are you sure?

Do you really want to delete project "IKIGAI" for Nescafé (by Publicis Middle East)?

Are you sure?

Do you really want to hide project "IKIGAI" for Nescafé (by Publicis Middle East)?

Are you sure?

Do you really want to unhide project "IKIGAI" for Nescafé (by Publicis Middle East)?

Are you sure?

Do you really want to delete project Maggi Diaries Season 2?

Are you sure?

Do you really want to hide project Maggi Diaries Season 2?

Are you sure?

Do you really want to unhide project Maggi Diaries Season 2?

About me


Head of Strategic Planning in Milano, London and Dubayy on local, regional and global business. Architect of Participation, Dots Connector, Next Best Instigator as off-the-record job titles. Global Nomad, I sprang from Italian creative boutiques as Creative Strategist before being appointed Leo Burnett Senior Planner in charge of integrated platforms, including global projects for Fortune100 businesses such as Fiat Automobiles Group. At 28 I became the youngest ever Head of Unit in Advertising in Italy, leading Saatchi&Saatchi Planning and Xploring. In 2008, spurred on by demanding Clients, I've eventually founded a piratesque creative workshop in London, living and working on 1938 lightship vessel moored opposite the Millennium Dome. There I crafted beyond-the-line ideas for icons like Nike, Diesel and Jaguar as Brand Editor in Chief. During the Arab Spring, I flew to Dubai to explore that Region as GREY MENA Head of Planning. In November 2013, I moved back to London where I became proud father of Romeo George. Today I help local and global companies to benefit from the Social Enterprise era. Amongst my best interpretation of the last 10 years, I've been a yacht-owner for Ferretti, a bewhiskered stylist for Diesel, a petrolhead for Maserati and Abarth, a riotous teenager for MTV, a semi-deaf old chap for Amplifon, a rabid migraine for Panadol, a rabid fan for Juventus FC, a rugged trucker for Iveco, a pebble for Nike, an Up in the Air's George Clooney impersonator for Alitalia, an expat daddy for Western Union, your icky girlfriend for Tampax (those days), a fussy kid for Horlicks (every morning), THAT flickering lock for Pantene, Giorgio for Armani, a surprise-egg for Kinder, another kind of surprise for Pampers, a wine ring on your wife's favorite tablecloth for Dash, some unmotivated haste for TNT, a "subject to approval" for Deutsche Bank, a bug in your computer before an Executive Committee for SAP, the mighty Mother Earth for New Holland-CNH.



  • Fashion
  • Advertising
  • Film
  • Marketing PR
  • Branding
  • Creative Agency
  • Digital Agency
  • Presenting
  • Brand Management
  • Internet Marketing
  • Strategic Planning
  • Client Management
  • Consumer Behavior
  • Creative Thinking
  • Branded Content

Work history



Filmmaster MEA

Dec 2013
  • Leading the trailblazing momentum of the Social Enterprise model in the Middle East-Africa region and supporting our Clients and new prospects with products able to catalyse this business and cultural acceleration. Member of the FilmMaster MEA Steering Committee. Developing industry-first Branded Content and push the envelope of the Cannes Lions Festival's most awarded Production company.


MENA Group Strategic Planning Director

Grey Group MENA

Apr 2011 - Nov 2013
  • Fondly in charge of managing Brand Strategy and Research for all the Clients and New Business under the roof of Grey, Grey Digital, Cohn & Wolfe and the new start-up Healthy People throughout the ever changing MENA(P) Region. This role, conceived for me, reported directly to the MENA COO and CEO. I was also a Member of GREY MATTER EMEA, our Regional Planning Task-Force. Together with the MENA Management, I contributed to drive the electrifying cultural and business transformation of what was considered the fastest-growing Agency in the fastest-growing Region. 100% of the top 6 business I'm delighted to work on these days weren't in fact here when I landed at GREY's. On top of that, I was instrumental in winning 3 European Clients on 4 pitches called by European Companies: Danone, Royal Unibrew and Ferrero. On the 4th, Volkswagen, we achieved a final short-list. Major Regional Clients: GlaxoSmithKline (Panadol, Cold&Flu, Breathe Right, Horlicks), Danone (Bebelac, Aptamil, Bledina), P&G (Pantene, Kolestone, Duracell), HSBC (CMB), Dubai Properties Group, NFPC (Lacnor, Milko, Oasis), Royal Unibrew (FAXE, new product development), NADEC, Ferrero (Kinder range, Ferrero Rocher and Raffaello). Other major Regional tenders won in two years: Nadec in KSA, Qatar Rail and Qatara in Qatar.


Head of Strategic Planning

Saatchi Saatchi Italy

Jan 2008 - Jun 2008
  • I was in charge of every Brand and account (P&G excluded) managed by Saatchi&Saatchi Milan and Rome offices. I devised, directly managed or supervised strategic analysis and positioning for Brand and products, competitive reviews, consumer research, our so called Landscaping Research (a peculiar qualitative anthropological S&S people investigations), integration across all clients marketing partners, brand management, strategic development, account planning, creative development across media, creative starter writing, idea development, brainstorming, presentations, Creative


Senior Strategic Planner

Leo Burnett Group Italy

Apr 2006 - May 2008
  • I was heading the Strategic Planning Unit outputs in Turin, spanning over 20 different brands and supervising Brand Planning workflows for integrated platforms as well as traditional specific ATL, BTL and digital projects throughout more than 20 major markets. I was in charge of FIAT GROUP Global Strategic Planning development, with a specific focus on EMEA and major global key-markets. During the 2006-2008 period Fiat reached proceedings at 4,5% whilst GOM raise by 27,3% due to an improvement of the sales margin of one point, so that EBITDA raise by over 70% reaching 3,3 billions of Euro. This was ultimately considered the most brilliant period Fiat had in ages, an out-and-out renaissance for all Brands and the Group. I devised and managed e-CRM and Social Media strategies for new projects ARC Leo Burnett was producing on the crowd-driven platform social platform, the largest collaborative automotive community ever created on-line by a car manufacturer, with over 120K active users from 206 different countries who were involved in over 30 online activities. The web pages have been browsed nearly 240 million times, starting to buzz 500 days before the launch of the actual car. We also created a network of product-related (Bravo, Abarth) blogs, plenty of new activities ranging from interactive forums to contests, from special test-drives contents to IP TV. I've also been instrumental in winning many pitches in different industries, including the like of Fiat Linea (launch in Turkey), Trentino Spa, Maserati, Piedmont Tourist Office, Juventus FC, Dash, Abarth and Ferretti Yachts. Major Clients I worked for: Fiat Automobiles (500, Panda, Grande Punto, Linea, Sedici, Croma), Phillip Morris, P&G, Fiat Professional (Ducato, Fiorino, Doblò), Abarth, Iveco, Dash, Juventus F.C., Western Union, Maserati.



Mass Media and Semiotics

Università Degli Studi DI Bologna

Aug 1999 - Mar 2004
  • Communication Sciences and Semiotics