Proved that thought leadership could move P&G Italy beyond TV, shifting the conversation from impressions to attention and opening the door to digital-first brand building.
Key Results
Braun — From TV-Only to Performance
This thought leadership laid the groundwork for shifting Braun Italy from a TV-led model to a European pilot in performance marketing — a move that delivered double-digit growth across digital KPIs.
Gillette — Shave Like a Bomber
By reframing digital as a space for attention and brand equity, we opened the door for bold creative experiments — culminating in Gillette’s “Shave Like a Bomber” Effie-winning campaign.
Gillette — Zero-Based Approach
The emphasis on experimentation and native formats evolved into Gillette’s full-funnel ZBA (Zero-Based Approach) strategic planning — blending content, partnerships, and performance in a new strategic model.
In 2015, P&G Italy was still rooted in a TV-first mindset, treating digital as an afterthought. I saw an opportunity to shift the conversation — from buying impressions to earning attention. Through a series of thought-leadership sessions, I introduced a new framework for digital brand-building, grounded in three pillars: Value, Always On, Experimentation. I reframed “native” not as a format but as a mindset, reminding P&G of its own legacy as the inventor of the soap opera. To bring it to life, I curated a mash-up reel of industry leaders — from Marc Pritchard to Steve Jobs — which gave authority and urgency to the message.
The result was a mindset shift: digital moved from peripheral to essential in P&G’s Annual Brand Building Plans. More importantly, this work seeded the ground for future campaigns that redefined how P&G approached media in Italy — from Braun’s performance pilot, to Gillette’s Effie-winning Shave Like a Bomber, to the Zero-Based Approach for Gillette. Internally, the series positioned Dentsu as a strategic partner and earned recognition from leadership, validating the role of thought leadership in driving real business impact.
So What?
This case wasn’t about delivering a campaign. It was about shifting a client’s perspective — proving that education and inspiration can be just as transformative as media plans or creative assets. By reframing digital as a space for attention, not just impressions, I helped P&G Italy see beyond their ATL bias and start treating digital as brand-building ground.
For Dentsu, it strengthened our position from media buyer to strategic partner. For me, it marked the transition from campaign executor to thought leader — a role where I could influence not just what brands did, but how they thought.
The ripple effects were tangible: the groundwork laid here enabled campaigns like Braun’s performance pilot and Gillette’s Shave Like a Bomber. It showed that when you change the conversation, you change the work that follows.