Gustavo Razzetti
Business Strategy & Innovation Advisor for start-ups at 1871
Chicago, United States
About me
Gustavo’s favorite question has always been "what if?" That simple question has helped him on his quest to find solutions to problems others are yet to uncover. He believes that advertising agencies spend too much time focusing on their own perspectives and end up solving the wrong challenges. Applying Stanford’s agile innovation (Design Thinking) helps brands and organizations have a people-centric approach and develop solutions that can have real impact.
True to embracing collaboration and diversity of perspectives, Gustavo’s own expertise is hybrid and fluid. From having worn different hats: Strategic Planning, Digital, Multicultural and Innovation. To a rich cultural experience: having lived in New York, Argentina, LA, Puerto Rico and Chicago. To have adapted and thrived in different scenarios: start-up, high-growth and turnaround.
Gustavo is a transformation agent who loves to lead teams through the unknown, yet rewarding, path of change. Based on his dedication and hunger to continually experiment, he participated in the cutting-edge -by invitation only- Innovation Leadership program at Stanford.
Currently, Managing Director at LAPIZ -a Leo Burnett affiliate- where he also leads the Innovation Consulting practice. He was previously Chief Strategy & Engagement Officer at Grupo Gallegos. Prior to that he worked at Euro RSCG as CEO in different countries. Has received numerous awards including EFFIES, Cannes Lions, Clios, London among others.
Specialties: Change Management, Innovation, Strategic Planning, Consumer Engagement, Digital Marketing, Design Thinking, Social Media, Business Development.
Skills
- Integrated Marketing
- Digital Marketing
- Strategy
- Digital Strategy
- Digital Media
- Marketing Strategy
- Social Media
- Design Thinking
- Strategic Planning
- Innovation
- Customer Insight
- Brand Development
- Marketing
- Creative Strategy
- New Business Development
- Online Advertising
- Multicultural
- Business Development
- New Media
- Multicultural Marketing
- Marketing Communications
- Direct Marketing
- Marketing Research
- Leadership
- Agency Management
- Brand Architecture
- Social Media Marketing
- Relationship Marketing
- Brand Management
- Brand Awareness
- Entrepreneurship
- Strategic Thinking
- Mobile Marketing
- Online Marketing
- Media Planning
- Latin America
- Cross-functional Team...
- Innovation Consulting
- Digital Innovation
- Creative Direction
- Customer Engagement
- Latino Marketing
- Consumer Insight
- Thought Leadership
- Start-ups
Sector Experience
My Work
SEE ALL WORKPositions
Business Strategy & Innovation Advisor for start-ups
1871
March 2015 - Present (9 years 8 months)
I collaborate with Good Food and Impact Engine business accelerators advising and coaching start-ups in the areas of business model strategy, innovation pipeline and brand marketing.
http://theimpactengine.com/
http://www.goodfoodaccelerator.org/
http://theimpactengine.com/
http://www.goodfoodaccelerator.org/
EVP, Managing Director
LAPIZ - Leo Burnett Group
September 2012 - Present (12 years 2 months)
Responsible for turning the agency into a Growth & Innovation engine within Leo Burnett. Expanded active client relationships to 14, developed new capabilities and built a culture of collaboration and creativity by implementing new ways of working.
On a mission, with my team, to challenge how the industry works. We are on a journey to develop a new organizational Operating System more attuned to a fundamentally changed world. We are moving towards self-management, in partnership with The Ready, to bring more power to the team to make us better. We partner with outsiders: those that are disrupting other industries and creating cultural waves, to learn from them and get inspired by them.
Key clients: Mexico Tourism Board, ACH Foods, Allstate, P&G, Purina Latin America, Advance Auto Parts, Kellogg’s, United Healthcare, Silk, Purina U.S, Nintendo and Kraft.
On a mission, with my team, to challenge how the industry works. We are on a journey to develop a new organizational Operating System more attuned to a fundamentally changed world. We are moving towards self-management, in partnership with The Ready, to bring more power to the team to make us better. We partner with outsiders: those that are disrupting other industries and creating cultural waves, to learn from them and get inspired by them.
Key clients: Mexico Tourism Board, ACH Foods, Allstate, P&G, Purina Latin America, Advance Auto Parts, Kellogg’s, United Healthcare, Silk, Purina U.S, Nintendo and Kraft.
Chief Strategy & Engagement Officer
Huntington Beach, United States
January 2011 - September 2012 (1 year 8 months)
Hired to lead and integrate Strategic Planning, Media and Digital functions.
Developed a more integrated consumer engagement in a post-digital world.
Contributed to creative recognition in new areas: digital, media innovation, content and cross-platform.
Developed Social Media, Content and Digital capabilities. Expanded expertise beyond Latino: Millennials, Mainstream, Cross-cultural. Contributed to both organic and new business growth, cracked Top 10 ranking.
Key Clients: Comcast, Target, California Milk Processor Board, Clorox, Valvoline, Scotts, Liberty Mutual, and Motel 6.
Developed a more integrated consumer engagement in a post-digital world.
Contributed to creative recognition in new areas: digital, media innovation, content and cross-platform.
Developed Social Media, Content and Digital capabilities. Expanded expertise beyond Latino: Millennials, Mainstream, Cross-cultural. Contributed to both organic and new business growth, cracked Top 10 ranking.
Key Clients: Comcast, Target, California Milk Processor Board, Clorox, Valvoline, Scotts, Liberty Mutual, and Motel 6.
President
GlobalHue New York
May 2009 - September 2010 (1 year 4 months)
The nation's largest integrated marketing communications agency dedicated to multicultural consumers. Ranked #3 Hispanic and #1 African American Agency by AdAge (2010 Agency Report).
Hired to take the New York office to the next level, developing digital and integrated marketing capabilities as well as elevating overall creative product and client service.
Achievements:
- Re-structured team of 200+ employees to provide crosscultural offering versus ethnic specific while providing efficiencies for both clients and agency.
- Developed digital competencies and integrated marketing capabilities winning digital specific assignments.
- Brought both innovation and aggressive business approach to create added value and additional revenue sources: crosscultural opportunity, Print Automation and Portuguese audience among others.
- Developed a think tank to develop consumer insights via a social media platform that dramatically increased agency visibility.
- Key Clients: Verizon, Bermuda Department of Tourism, U.S. Census Bureau, Merck, NY Latino Film Festival and Subway.
Hired to take the New York office to the next level, developing digital and integrated marketing capabilities as well as elevating overall creative product and client service.
Achievements:
- Re-structured team of 200+ employees to provide crosscultural offering versus ethnic specific while providing efficiencies for both clients and agency.
- Developed digital competencies and integrated marketing capabilities winning digital specific assignments.
- Brought both innovation and aggressive business approach to create added value and additional revenue sources: crosscultural opportunity, Print Automation and Portuguese audience among others.
- Developed a think tank to develop consumer insights via a social media platform that dramatically increased agency visibility.
- Key Clients: Verizon, Bermuda Department of Tourism, U.S. Census Bureau, Merck, NY Latino Film Festival and Subway.
CEO
Euro RSCG Latino, New York
January 2007 - May 2009 (2 years 4 months)
Challenge: re-launch the declining US Hispanic arm of Euro RSCG.
Achievements:
- Successfully re-structured and re-launched the operation efficiently integrating both U.S. and Latin America resources.
- Agency experienced triple digit growth and became ranked #19 in 2007 versus #39 in previous year.
- One of the most profitable agencies in the network (in %).
- Successful new business acquisition: DIRECTV, sanofi-aventis, Walgreens,The Hartford, Sprint (DM), St Jude Children’s Research Hospital, Bristol Myers Squibb, Chivas Regal and Humane Society of the United States.
- Developed proprietary research to tap into the Bi-cultural opportunity.
Achievements:
- Successfully re-structured and re-launched the operation efficiently integrating both U.S. and Latin America resources.
- Agency experienced triple digit growth and became ranked #19 in 2007 versus #39 in previous year.
- One of the most profitable agencies in the network (in %).
- Successful new business acquisition: DIRECTV, sanofi-aventis, Walgreens,The Hartford, Sprint (DM), St Jude Children’s Research Hospital, Bristol Myers Squibb, Chivas Regal and Humane Society of the United States.
- Developed proprietary research to tap into the Bi-cultural opportunity.
CEO
Euro RSCG Puerto Rico
July 2004 - December 2006 (2 years 5 months)
Challenge: turnaround a traditional local agency and transform it into an innovative integrated marketing communications shop aligned with Euro’s philosophy and approach.
Achievements:
- Grew agency from #9 position to #4 in local ranking in less than 2 years (staff of 85+)
- Developed highly profitable Euro RSCG 4D division, which became one of Puerto Rico’s leading agencies in the digital marketing and promotions field.
- Transformed a traditional media department into a total communications planning one.
- Clients won: L’Oreal, 20th Century Fox, Cadbury Schweppes, AutoZone, Ferrero, ReckittBenckiser.
- Other clients: Walgreens, Burger King, Honda dealers, Acura, BBVA, Corona, Ricoh, Roche.
Achievements:
- Grew agency from #9 position to #4 in local ranking in less than 2 years (staff of 85+)
- Developed highly profitable Euro RSCG 4D division, which became one of Puerto Rico’s leading agencies in the digital marketing and promotions field.
- Transformed a traditional media department into a total communications planning one.
- Clients won: L’Oreal, 20th Century Fox, Cadbury Schweppes, AutoZone, Ferrero, ReckittBenckiser.
- Other clients: Walgreens, Burger King, Honda dealers, Acura, BBVA, Corona, Ricoh, Roche.
CEO
Euro RSCG Argentina
April 2002 - July 2004 (2 years 3 months)
Challenge: transform a digital agency into an integrated marketing communications shop.
Achievements:
- Developed a truly integrated agency (90% of clients benefited from our full service offering).
- Growth of more than 158% in second year, becoming top 20 while maintaining digital reputation.
- New clients won: BBVA, Blockbuster, General Motors (Suzuki and Isuzu), Telephone 2, HSM Group, Bodegas Bianchi, Consolidar AFJP, Living and Jardin (magazines).
- People managed: 60+
Achievements:
- Developed a truly integrated agency (90% of clients benefited from our full service offering).
- Growth of more than 158% in second year, becoming top 20 while maintaining digital reputation.
- New clients won: BBVA, Blockbuster, General Motors (Suzuki and Isuzu), Telephone 2, HSM Group, Bodegas Bianchi, Consolidar AFJP, Living and Jardin (magazines).
- People managed: 60+
Owner & CEO
Euro RSCG 4D / WhyNet
March 2000 - April 2002 (2 years 1 month)
Challenge: start a local digital agency with world-class product.
Achievements:
- Shop became one of the leading local digital agencies in terms of innovation, revenue and creativity.
- Worked for local, regional and global projects for leading brands such as Brahma, Reckitt, 20th Century Fox, General Motors, CNA, Bonafide, Bacardi, Movicom and Unilever.
- Created innovative ways to use digital marketing including development of widgets (back in 2001…).
- Company was acquired in 2002 by Euro RSCG (HAVAS).
Achievements:
- Shop became one of the leading local digital agencies in terms of innovation, revenue and creativity.
- Worked for local, regional and global projects for leading brands such as Brahma, Reckitt, 20th Century Fox, General Motors, CNA, Bonafide, Bacardi, Movicom and Unilever.
- Created innovative ways to use digital marketing including development of widgets (back in 2001…).
- Company was acquired in 2002 by Euro RSCG (HAVAS).
SVP Strategic Planning & Account Management
McCann Erickson
1994 - March 2000 (6 years 2 months)
Challenge: expand my management responsibilities beyond Strategic Planning.
Achievements:
- Reorganized agency into brand teams (account, creative, media) improving client satisfaction, agency revenue and profit margin.
- Agency jumped from#9 to #1 in local ranking within 3 years. People managed: 120+
- Local and regional new business: MasterCard, Sony, StarMedia, HSBC, Bacardi, Nestlé.
- Developed proprietary consumer studies leveraging insights as well as the agency visibility.
- Participated in acquisition of marketing services companies and lead cross-agencies integration (promotion, direct marketing, public relations, etc). Created one of the first local digital agencies.
- Locally implemented global training program (McED).
Achievements:
- Reorganized agency into brand teams (account, creative, media) improving client satisfaction, agency revenue and profit margin.
- Agency jumped from#9 to #1 in local ranking within 3 years. People managed: 120+
- Local and regional new business: MasterCard, Sony, StarMedia, HSBC, Bacardi, Nestlé.
- Developed proprietary consumer studies leveraging insights as well as the agency visibility.
- Participated in acquisition of marketing services companies and lead cross-agencies integration (promotion, direct marketing, public relations, etc). Created one of the first local digital agencies.
- Locally implemented global training program (McED).
VP Strategic Planning Director
Bozell Argentina
1989 - 1994 (5 years)
- Development of the Strategic Planning area, which became a core tool in business development.
- New business won: Repsol YPF, Chrysler, HSBC, Maxima AFJP, Banco Hipotecario among others.
- Agency became number #1 in local ranking (from #18) in less than 3 years.
- New business won: Repsol YPF, Chrysler, HSBC, Maxima AFJP, Banco Hipotecario among others.
- Agency became number #1 in local ranking (from #18) in less than 3 years.
Strategic Planner
Pragma FCB
1987 - 1989 (2 years)
CEO
Havas 4D - Buenos Aires
Buenos Aires, Argentina
Education
d.leadership, an by invitation only innovation and leadership program at Stanford
2015 (1 year)
The program focuses on developing coaching and leadership skills needed to drive good innovation process in groups. Participants work on real projects driving design thinking projects within organizations, as they experiment with their leadership style while coaching innovation projects.
Design Thinking: human centered innovation and problem solving
2013 (1 year)
Agency Management Seminar, Leadership Development Progam
1997 (1 year)
Bachelor of Applied Science (BASc), Social Psychology
1989 - 1993 (4 years)
Bachelor's degree, Advertising & Marketing
1985 - 1988 (3 years)
Similar Talent
Catherine Saint Loubert-Bié
Fondatrice de l’Académie du Newbiz - Formation et Conseil en new business
L'Académie du Newbiz