Andrea Concato
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Beginning as a copywriter for international agencies and big brands, I soon became a creative director,
then an executive creative director at EVP level. Creating status changing campaigns, shaking the status
quo, using all traditional and digital medias, training, protecting, encouraging groups of talents has
always been and will be my life. Setting standards, creating references, raising the bar, dealing and
negotiating with top executives and entepreneurs at local, national and international companies all over
the Planet is the heart of my work. I’ve been able to set the difference for so many brands, therefore
provoking numberless market success cases.
40 years of advertising and communication experience in Italy and in USA, UK, France. HK.
Winner and nominated candidate for 100+ advertising awards in Italy, Europe and the United States,
including a Gold Lion Award, two Bronze Lion Awards and five Nominations at Cannes International
Advertising Film Festival. Other Nominations at Clio Award, New York ADC, London Film
Festival and New York Film Festival.
Member of the Jury for Cannes International Advertising Film Festival, the Art Directors Club of
Italy and Europe, Permanent member of the board of distinguished judges for the New York Film
Festival.
Academic scholar and lecturer at several Italian Univerisities, including IULM University in
Milano, Bocconi University Milano, Statale University in Milano, Master in Communication at
Politecnico of Milano, Cattolica University in Milano, IED in Milano, Alma Mater University in
Bologna, Ateneo School of Advertising in Milano, at the ENAIP Advertising School in Varese and
lecturer at the Fininvest Master in Enterprise Communication. Contributor for the “Manual of
International Communication” for Vita e Pensiero editions by Università Cattolica.
Some of my works are in the Hall of Fame at Clio Award, exposed at the Centre Pompidou in Paris
and included in the communication manuals adopted by many Universities and Masters.
Who’s Who in Italy 1989.
EXPERIENCE
SOCIAL VALUE
2016-current
Think tank on Brands Values Communication
Managing co-founder (www.socialvalue.it)
Board consultancy at large companies for brand values and reputation.
Clients include: Fondazioni Bancarie, Roche, Corepla and other major italian and international
companies.
TRUE COMPANY
Associate Consultant
2015-2016
TRUE COMPANY
Chief Operating Officer (www.truecompany.it)
2013-2015
Clients include: Sony, LG, Nestlé Purina, Nestlé Galderma, Centrex, Pulia, Ortoromi, Avon,
Findomestic, ING Direct, Campari, BIC, Multipower. MIP Politecnico di Milano, MEGA, automobile.it,
casa.it, PhotoShow, Lelo, Humanitas University.
Andrea Concato Advertising Agency.
2002- 2013
Founder. Executive Creative Director (www.andreaconcato.it)
Clients include: Chanel, Modi & Moda, Arfango, Bonora, Casinò di Sanremo, Area Group Editore,
Puglissima, Global Engineering, Digene, La Stampa newspaper, Por Sempre Nino, Phoneaway,
Meccaniche Veloci, Rainbow, MU.
Top management and board consultancy at major multinational companies for the communication
strategies and resources allocation (automotive, luxury goods, publishing).
Life, Longari & Loman Bologna Advertising Agency
2007-2013
Executive Creative Director (www.lifelongariloman.com)
From September 2007 to July 2013, he is also the Executive Creative Director, Strategic Planner and top
managers trainer for this agency based in Bologna Italy, with the aim to reposition it among the best
italian centers of excellence, like it was the case in the past. 30 new Clients in the period.
Clients include: Fini Group, Fini Pasta and Conserve della Nonna (Bain Capital), Veroni, Canuti, Revlon,
Bahlsen, Cisa Ingersoll Rand, Unicredit, Presidenza del Consiglio, Presidenza della Repubblica,
Protezione Civile, Technogym, Pubblicità Progresso, Laureus, Telefono Azzurro, Findomestic BNP
Paribas Group, Mondadori, Titan Europe, Palmanova Outlet Village, Zuiki, Università di Bologna,
Gastone Lago, Bovelacci, Lambretta, Dispensa Emilia, One Express, Sojasun, Bergader. Esse Caffè.
Iperceramica, Melilli Outlet, Meravlle Shopping Park, Monari Federzoni.
Di Pace, Concato & Partners – Havas Group.
1998-2002
Co-founder, partner and Executive Creative Director.
Billing over $60 M. in 2000.
From zero to 24th place in Italy in 18 months.
Clients include: Tele+, D+, Digì, Harley-Davidson, Buell, Nissan cars, Nissan dealers, Chanel, Yamaha,
Eberhard, Bahamas Tourist Office, News ore 13, Piero Milano, Dada (IPO), Altadis, Royal Insurance, E
Planet (IPO).
Eurocom Concato Di Pace – Havas Group.
1995-1998
Co- founder, partner and Executive Creative Director.
19th italian ad agency. Billing of $45M in 1995, and of $90 in 1998 (+50%).
Clients include: Peugeot cars, Peugeot Dealers, Telepiù, Eberhard, Piero Milano, Greenpeace, Essilor,
Telesystem, Yamaha, Chanel, Flower Council of Holland, Ravizza,
In the Peugeot european creative committee.
McCann Erickson Germany. GM Worldwide Team.
1993-1994
Senior Vice President. Executive Creative Director GM/Opel Worldwide.
Billing of $250M in Europe. Reporting to the Worldwide GM Creative Director. Responsible for the
creative product and for the creative resources of the McCann operations for Opel in Europe and other 54
export markets, including Saab in 34 countries and GM american brands sales in Europe. Manager of a
group of 25 creatives in Frankfurt and 170 creatives in the various McCann offices in Europe working on
the above accounts from 50 to 100% of their time. All McCann Creative Directors report to his position
for the all of the above cited accounts.
TBWA Italy.
1988-1992
11th italian advertising group.
Billing of 160 ml. $ in 1990.
Executive Creative Director for the 3 italian offices. Partner of TBWA International (4 partners in Italy.
24 in the world). 14th international group. $980M in 1990.
Shared global managing responsibility. Final responsibility for the creative product. Creative department
of 25 people. He reports, for the creative product, to Uli Wiesendanger, creative founder of the agency.
For the global managing, to the international board.
Clients include: Scottex toilet paper and towels, Coop, Ikea, Toshiba computer, copiers, faxes, cellular
phones, Boario mineral water, Ferrero, Henkel Dixan, Rover, Land Rover, Seat cars, Rizzoli, Fattoria
Scaldasole, Carpené Malvolti.
In the worldwide Creative Committee.
Young & Rubicam Italy.
1984-1988
VP Group Creative Director. Executive Creative Director since 1987.
3rd italian advertising group. Responsible for a group of clients and creative on others. Globally on 75%
of the total agency's billing. Reported to Gavino Sanna, President and Executive Creative Director.
Clients include: Pasta Barilla, Ariston Margherita washing machine, Simmenthal canned meat, Colgate
toothpaste, Soflan, Dinamo 2 and 3, Johnson & Johnson all the products, Pioneer, Danone, Cointreau,
Pommery, Brion Vega.
Campaigns in London, Los Angeles, Sidney, New York.
Management Workshop in New York. HKTA in Hong Kong.
Benton & Bowles Italy.
1980-1984
Copywriter. VP and senior copywriter (since 1981).
From 30th to 10th place in less than five years. In the agency’s leading team.
Clients include: Fiat Uno, Fiat Panda, Pioneer, Fisher-Price, Confidustria, Johnson Wax all the products,
Digital, Procter & Gamble, Quaker, Gillette GII, Slalom, Paper Mate, Mondadori.
In the European Digital Team in London.
McCann Erickson Italy.
1977- 1980
Copywriter.
1st agency in Italy. Member of the agency’s leading team.
Clients include Nescafè, Coca-Cola, Martini, Rex, Riv SKF, Saiwa, Opel, Colgate Palmolive,
Lufthansa.Coca-Cola with the New York Team for export markets.
In the Lufthansa Team in Frankfurt.
GGK Italy.
Copywriter
Clients include:Jagermeister, Swissair.
RELEVANT CAMPAIGNS:
Tele+. .
Pasta Barilla. Dove c’è Barilla c’è casa.
(This campaign is considered the most famous
italian campaign ever, it goes on air unchanged
since 1985)
Simmenthal canned meat. Tinsemmal.
Nissan Micra Titti and Silvestro/Vilcoyote
and Bip Bip (Tweety, Silvester, Road
Runner & Coyote
° Toshiba laptops. “Pensiero Libero”
(This campaign anticipated by eight years with
identical idea and treatment the Apple “Think
different” campaign.
Worldwide launch Opel Vectra.
Worldwide launch Opel Tigra.
Ikea (launch).
Nescafè. “Ti meriti proprio un gran caffè.”
Jagermeister. “Bevo Jagermeister
perché...?”. (50 subjects).
Scottex toilet paper.
Scottex home paper.
Carpenè Malvolti with Hugo Pratt.
Colgate antitartar toothpaste Umberto
Orsini.
Premium Saiwa with Ninetto Davoli.
E-Planet (launch of IPO)
Dada/Supereva (launch of IPO)
AWARDS & ACHIEVEMENTS
1 gold lion, 2 bronze lions, 5 nominations
at the Cannes International
AdvertisingFilm Festival. Member of the
jury in 1989.
2 gold awards, 5 silver awards, 6 bronze
awards, 93 nominations Italian Art
Directors Club.
Member of the executive board of Italian
Art Directors Club.
Member of the jury at the Art Directors
of Europe in 92, 96 and 06.
3 nominations Art Directors Club of New
York.
4 nominations Clio Award New York.
3 nominations New York Film Festival.
Permanent member of the board of
distinguished judges for the New York
Film Festival.
1 Grand Prix, 2 gold awards, 2 silver
awards, 1 bronze award, 3 nominations
Italian Advertising Film Festival.
Grand Prix Pubblicità Italia.
3 nominations London International
Advertising Award.
Best campaign Y&R Worldwide 1987.
1974-1977
Royal Insurance. “Ti tratta come un Re”.
Peugeot 106 “Thelma e Louise”; “Perché 6
come 6.”
Peugeot 306 “Mugello e Maranello”.
Eberhard wristwatches.
Coop. “La Coop sei tu”.
Boario mineral water. “Ombra. Se la bevi
si vede”.
Dixan no fosfates( launch)
Fattoria Scaldatole (launch).
Ariston Margherita. “La lavatrice con un
nome di donna”.
Soflan “Linus and Charlie Brown”.
Dinamo 2 Dinamo 3 “Stiff Clothes”.
Fiat Uno (launch) “Uno come noi”.
Fiat Panda (relaunch) “Questo incredibile
mondo Panda”.
Pioneer car stereo (1980 – 1988).
Fisher Price “Ha il cervello di un
bambino.”
Gillette Slalom (launch). “Skier, blades”.
Rex. “Fatti non parole”. 1977 – 1980).
Italian Phone Company. “Il telefono, la tua
voce”. (1978 – 1980)
Roche “Beside the courage”. 2016
Repower “The perfect organism”. 2015
Best TV commercial Y&R Worldwide
1987
Best poster in Italy in 1984 and 1989.
Best bus poster in Italy in 1984.
2 nominations Euro Best.
5 nominations and 1 Silver Plaque TP
Italy.
2 nominations Hollywood Radio &
Television Society.
2 Print awards Mondadori.
2 awards Pubblicità & Successo Italy.
1 "Telegatto". Best TV commercial in
Italy voted by the consumers.
4 TP Silver Plate.
