Cristiano Tonnarelli

• Back in Dubai, spearheaded the creation and curation of a modern creative culture in the agency. • Collaborated with notable brands like Meraas, Nakheel, Puma GCC, WIO, WeGo, etc to enhance their cultural presence. • Fostered innovative strategies to build cultural power and drive engagement across various platforms.

Master in Creative Direction. I share some tools on how to recognise an idea, using Hollywood method. Also, I deeply studied the creative output coming from more than 80 countries and sharing students what they would expect, the industry trends, and approach to creativity in each of them.

- First ever Glass Lion that won also a Lion in Creative Effectiveness. - Ogilvy Singapore Agency of the Year for Good at Cannes Lions 2024 - Singapore and Vaseline (Unilever) first-ever Cannes Lions GrandPrix: Transition Body Lotion for transgender women. - First-ever Glass Grand Prix for Ogilvy Led also T&P Singapore, with focus on creativity and creative culture. Led creative output for Apac (Toyota and Lexus in 17 markets, from India to China) and global (Friso by FrieslandCampina, I 24 markets from Mexico to China)

EXPO 2020 Dubai, IKEA GCC and Egypt, Coca-Cola MENAT, Emirates NBD UAE, Canon MENA, Toyota UAE.

Regional ECD for Merkle and Dentsu, member of Merkle board - I restructured the creative department, integrating creativity with data, tech, CX, media, content, analytics, CRM, delivering content for any kind of platform that generated huge digital engagement. I learnt from talented people and helped them to go beyond the usual. I also did many other things: developed strategies, directed videos, built teams, change operations, managed production, run business, directed people and found ideas. Always behaving as our clients' partner. We won the first creative awards for the agency ever: ADStars and Mena Digital Awards. I seat in the Merkle board and oversee other group creative agencies works. MG, Dubai Store, Honda, Pocari Sweat, OronaminC, Pringles, Metlife.

Orchestrating the full funnel for one of the biggest client in The Middle East, with main focus on social media and activation. Leading and building FCA ONETEAM, the regional integrated hub for FCA, where Starcom Media guys, tech buddies from Sapient, and 10 creative people are producing integrated ideas spanning ATL, TTL, digital, social media, cx, vertical content, innovation for all the FCA brands in the region: Jeep, Chrysler, Dodge, Ram, Fiat, Alfa Romeo, Abarth, Mopar.

Working for my daughter, delivering impactful nappy changes and baking meaningful milk in a baby bottle. In my spare time, I helped McCann Germany, JWT Dubai, MullenLowe Dubai, VMLY&R Dubai, and WPP Dubai. Main brands: Mastercard Germany, Majid Al Futtaim Dubai, American Garden, Dubai Road Authority, Nokia, MG #1 in Creativepool ECD and Digital CD top 25

Came back to Italy for a while for family reasons. The Publicis Global CCO Bruno Bertelli asked me to work on a special brief that led to a PR Bronze Lion and OOH shortlist in Cannes 2017 (It contributed of Publicis Milan to be ranked in Cannes Lion top 10 most awarded agencies in Europe.)

Accepted the challenge to move to a huge different market and region. With expats from Asia, Western countries, and within the Arabic world, the region is a fast-growing microcosm. Responsible for expanding the agency's presence across the Middle East, during my tenure I won creative awards based on actual work done for real clients, plus a lot more new business wins. We turned the agency from being unranked to the 10#most awarded MENA agency at Cannes 2016. Managed multicultural 15 creatives. Established an experimental creative culture based on a fearless attitude. Responsible for the regional creative output for Audi (15 countries), driving it to be the most loved car brand on social media in the Middle East. Responsible for the biggest Telco in Afghanistan, Roshan. Main achievements: ∞ In one year, built a solid team that took the agency from anonymity to being ranked in the top 10 most awarded MENA agencies in Cannes 2016 and scored features in the main global and regional marketing press like Adweek, Campaign, Contagious, Ad Age, PSFK, Weird, etc. ∞ Main clients: Audi Middle East, STARZplay TV UAE, Sedar Middle East, Roshan Afghanistan, Yas WaterWorld (UAE). ∞ Clients won: Wendy's, Red Bull Qatar, Asus Mena, Pink Ribbon Pakistan, Heinz Ketchup Middle East, Heinz Baby Food Middle East, Peroni Beer UAE. ∞ "Audi Challenges Arabia" integrated project results: + 18 mil people views video online + 4.5 mil people engagement + 100% Facebook fans growth (from 1.8 to 3.8 mil) The second most loved car maker fan page in the Middle East. + 56 Million people reach online (more than 50% of active social media users of the whole Middle East region) ∞ The Pink Bra project - http://giveapinkbra.com/ was featured in Contagious I/O, 2016 Innovation Celebration and in the 2017 trend report book by Trendwatching.com and awarded in Cannes Lions 2016.

LEO BURNETT GLOBAL AGENCY OF THE YEAR - SILVER Part of the global creative council, led Samsung Italy and Cosmoprof global (Italy, Hong Kong, Las Vegas), the biggest beauty trade show in the world. Led creative department in Milan office, managing + 30 creatives, also in Rome and Turin. Integrated Ideas, digital, tvc, print, live and digital experiences, new products invention, pr and social influencers, activations, setting up an experimental environment. In charge of all the creative output for Samsung (working often under the direct guidance of Mark Tutssel, Leo Burnett global CCO) and Fiat, led and won many local and global pitches for big, medium and large clients, from strategy to creative executions. Main achievements: ∞ A crucial role to build Leo Burnett Milan reputation both as a lead creative agency in the network and a destination for the creative community. ∞ Winning around 60 awards in two years. ∞ Leading the team that won the pitch for Idi Pharmaceutical (MSD group) with a project that won around 40 awards globally and increased sales of 300%. ∞ Leading the team that worked to an integrated project for Samsung and won a global pitch among 60 agencies from Leo Burnett and Cheil networks. To execute it, managed people from Milan, Rome, Chicago, Los Angeles and Seoul. The project received around 60 global and local accolades. ∞ Milan was the first Leo Burnett office to win a gold Cannes Lion for Samsung, the network became Samsung's most awarded agency globally and network of the year at Eurobest 2013 and Andy Awards 2015.

How to navigate the entire digital marketing funnel, from acquisition and conversion, to retention and optimization.