Francesco Federico

As CMOs navigate a landscape where AI agents autonomously orchestrate campaigns and make strategic decisions, this groundbreaking guide reveals how to transform marketing organizations for the age of autonomous intelligence—moving beyond tools to build hybrid human-AI teams that deliver unprecedented results.

Change is the only constant in today’s life, and its pace is exponential. Industries and business models have been disrupted and challenged by agile newcomers who leverage shifts in customers’ behaviour and expectations. As a result, the marketing department in a large organisation must pivot and reinvent itself, first by embracing digital practices and then embedding them into its standard operating procedures. This article will show how a phased approach mindful of both people and business… Show more

Change is the only constant in today’s life, and its pace is exponential. Industries and business models have been disrupted and challenged by agile newcomers who leverage shifts in customers’ behaviour and expectations. As a result, the marketing department in a large organisation must pivot and reinvent itself, first by embracing digital practices and then embedding them into its standard operating procedures. This article will show how a phased approach mindful of both people and business imperatives, allows even articulate organisations to align with the times and achieve resilience, ultimately leading to growth. Show less

Today’s omni-channel consumer purchase funnel has become non-linear, cross-device and totally unpredictable. While technology has been the enabling factor of this radical disruption, it is also the key for brands to use to pivot and master the change. Indeed, predictive analytics, artificial intelligence and data modelling can be used to morph marketing communications in real-time, achieving the scaled relevance of one-to-one communication. This paper will explore how Acer embraced predictive… Show more

Today’s omni-channel consumer purchase funnel has become non-linear, cross-device and totally unpredictable. While technology has been the enabling factor of this radical disruption, it is also the key for brands to use to pivot and master the change. Indeed, predictive analytics, artificial intelligence and data modelling can be used to morph marketing communications in real-time, achieving the scaled relevance of one-to-one communication. This paper will explore how Acer embraced predictive real-time marketing and how it contributed to achieving a truly unique view of the customer. Show less

The essay explores the role played by digitalisation of Italian SMEs and the ability to successfully export abroad their products and services. We also deepened the role of policy makers as well as private and public stakeholders, outlining a series of recommendations to actively help Google Italy in spreading digital advertising and general digital adoption across SMEs.

My team brought significant innovation to the way top-up fulfilment was performed in Vodafone Italy, leveraging a complex mash up of Amazon AWS cloud services together with a tailored software design performed by Reply. The project was a complete success both in terms of time to market and product performance, thus was quoted among Amazon AWS success stories.