Paolo Iabichino aka Iabicus

Creative Director OgilvyOne and OgilvyAction Italy

A professor in various Italian universities, Paolo has worked in the advertising sector since 1990; he went from traditional advertising to relational communications, experiencing here the right dimension of writing more attentive to its recipient.

He is the author of Invertising, a book in which he discusses the changing direction of advertising.

This subject has also become a blog on Wired.it and a course at the Istituto Europeo di Design di Milano (IED), where young art directors and copywriters learn the profession, in the passage “Dall’advertising all’Invertising”.

He is among the professors at the Palestra della Scrittura and a member of the scientific committee of the Osservatorio Nazionale Storytelling of the Università di Pavia.

Paolo is also the creative director of Meet the Media Guru, a program of meetings with international leaders of digital culture and innovation meant for the professional world and the public at large.

Paolo Iabichino aka Iabicus
Creative Director @ OgilvyOne and OgilvyAction Italy
www.ogilvy.it