Alessandra Di Lorenzo, chief advertising officer at Lastminute.com Group, answers M&M Global’s fiendishly difficult (well, slightly challenging) Lucky 13 questions.
1 – Summarise yourself in three words.
“I love technology!”
2 – What made you want to pursue a career in media and marketing?
“When I was in secondary school, I started teaching English classes in the small town where I was living, just outside of Milan. Working there spurred me on to promote the language school itself: spreading the word, telling people about the courses we offered and the added value this school had over others. That’s marketing in its essence.
“After graduating in languages and communications in Milan, I moved back to London and enrolled in a postgraduate marketing degree… and the rest is history.”
3 – Describe your ideal client.
“Collaborative, smart and strategic. The digital scene is constantly evolving, and it always takes time to make things work. Clients that understand this and work with us to become long-term partners are the ones that allow us to extract the best value for both parties.”
4 – Name your favourite ever campaign.
“’Mac versus PC’. A great example of product personification, celebrity endorsement and fantastically executed competitor advertising – what more could you want from a campaign?”
5 – Which award win are you most proud of, and why?
“Hot off the press, I’ve just won the ‘Be Bold’ award at our annual company conference. It’s for leading by example and taking bold moves.”
6 – Who is the best industry speaker you have seen?
“Does Barack Obama count?! He’s not a marketer but his speeches are always wise and inspirational.”
7 – Which is your favourite social media platform, and why?
“Facebook, without a doubt – it’s the best newsfeed, digital rolodex, birthday reminder and photograph repository all in one.”
8 – Where is your ideal meeting venue?
“Outdoors on a mild sunny day.”
9 – What is your favourite restaurant?
“Santorè in [London’s] Exmouth Market – it has the best pizza in town.”
10 – What is hot in international media and marketing, and what is not?
“Regional differences mean that what’s hot in one market can be somewhat passing in others. While the programmatic trend is beginning to take off in Southern Europe, for example, it’s already well-established in the UK. Soon we’ll see native content marketing turn into a reality across the board – giving marketers more opportunities than ever to tell compelling and impactful stories to their customers.”
11 – Which industry buzzword would you ban?
“Despite the answer above – programmatic! It means everything and nothing at the same time. Why not call it technology-driven marketing instead?”
12 – Where do you see yourself in 10 years’ time?
“With a family, whilst continuing to help younger women make it in business. I’m very proud to run a brilliant team full of talented women and it’s important to me to give more women a voice in this industry.”
13 – Finally, who would play you in a movie of your life?
“Claudia Cardinale. Described as ‘Italy’s best invention along with spaghetti’, and a UNESCO Goodwill Ambassador for women’s rights to boot.”