Exploring Simona Maggini’s Trailblazing Career in Advertising and Leadership at WPP in Italy!
We live in a world where advertising is omnipresent. Whether it’s the commercials that interpose our favorite TV shows or the sponsored posts that pop up on our social media feeds, advertising has become an inseparable part of our daily existence. But somewhere between the regularity of intermissions is an immense pull that has the power to move our opinions, adapt our needs, and inspire our behavior.
It’s this force that Simona, along with many others, finds deeply inspiring. What drives her to pursue a career in this field is not just the industry’s capacity to generate innovative ideas or adapt to radical changes over time; it’s the profound impact advertising can have on people’s behaviors, promoting positive cultural shifts. She firmly believes that through the power of ideas, advertising can be an impulse for positive change, influencing culture, and balancing the way we think for the better.
With a career spanning over two decades, Simona Maggini’s passion for the communication industry has been unrelenting since she embarked on this path as an intern in 1998. Through different roles and responsibilities, she has witnessed the evolution of advertising, from physical layouts to remote presentations to the rise of generative AI. Yet, amongst these transformations, her dedication to her work remains steadfast.
For Simona, advertising is more than just a profession; it’s a passion and a means to make meaningful connections. She firmly believes in the power of innovative ideas to shape culture and inspire action. It’s this belief that drove her to share her insights and experiences in her book, “Ideas on the Run: A Life in Advertising,” published by Mondadori in 2022. In her book, she recounts the highs and lows of her career, offering readers a glimpse into the dynamic and ever-evolving world of advertising. From the thrill of creative breakthroughs to the challenges of navigating industry shifts, she provides invaluable lessons and inspiration for aspiring professionals.
She continues to lead with vision and enthusiasm as the Group CEO of VML Italy and the Country Manager of WPP in Italy, inspiring her people to reach new levels of innovation and creativity. Her journey is a metaphor for the reforming possibilities of advertising and the enduring impacts of following one’s passion.
Join us as we delve into the extraordinary career of Simona Maggini, a trailblazer in the world of advertising, whose relentless pursuit of excellence continues to shape the industry and inspire generations to come.
WPP: Transforming Creativity Globally
In explaining the inception story of the firm, Simona highlighted WPP as a global creative transformation company that integrates creativity, technology, and data to facilitate client growth. With a workforce of 114,000 individuals spread across over 100 countries, the company operates in diverse sectors such as advertising, media, public relations, branding, and related services. Their mission is to leverage their expertise to generate meaningful work that aids clients in accomplishing their business objectives.
WPP takes pride in its commitment to gender equality, as evidenced by 41% of executive leadership roles being held by women, demonstrating a dedication to cultivating an inclusive and equitable workplace environment.
Furthermore, sustainability serves as the foundation of their corporate responsibility endeavors. As pioneers in the sustainability arena, WPP issued its inaugural sustainability report in 2002, establishing a precedent for transparency and accountability in the industry. With ambitious net zero goals, it aims to achieve net-zero emissions by 2025 in its operations and by 2030 across its entire value chain, underscoring its dedication to fostering positive environmental change and ensuring a sustainable future for forthcoming generations.
Continually evolving to meet industry demands, WPP prides itself on being at the forefront of innovation and creativity. Recently, the company announced a £250 million annual investment in AI and technology, further solidifying its commitment to driving innovation and creativity in the digital landscape.
20+ Years in Marketing
In her career spanning over 20 years in marketing, Simona sheds light on pivotal experiences that have profoundly influenced her career trajectory. Commencing her adventure in advertising two decades ago, she faced numerous challenges with determined perseverance and positivity.
Along her professional journey, three distinct milestones emerged: a transformative period spent abroad in Vienna, Eastern Europe, and Moscow; assuming the CEO role amidst the merger of Y&R and VML into VMLY&R; and undertaking the mantle of WPP in Italy Country Manager.
Notably, the recent amalgamation of VMLY&R with Wunderman Thompson, culminating in the birth of VML, marked yet another significant juncture in her career evolution. Through these experiences, Simona honed an array of management competencies, from orchestrating integration processes and executing intricate restructuring plans to spearheading innovative working environments such as the WPP Campus in Milan and Rome, all while crafting comprehensive growth strategies for organizational success.
Brand Strategy Insights
“Living and working abroad naturally fosters an appreciation for diversity, as it exposes one to different cultures and perspectives,” Simona reflects. The encounter with others, different from oneself, inevitably broadens the mind, prompting the exploration of fresh solutions and venturing beyond comfort zones. What she learned during her years abroad proves invaluable in her daily work within a multinational network like WPP, where she collaborates with colleagues across different countries or continents. The synergy between unconventional visions and perspectives fuels creativity and renders their work unique.
Exploring Diverse Markets
With her time spent in Moscow, in particular, Simona’s international living and working experiences deepened her understanding of variety. There she observed deep cultural differences, which are especially important when it comes to marketing and communication tactics, beyond the usual differences across nations.
Interacting with people from different backgrounds always broadens perspectives and inspires experimentation with novel ideas and departures from the norm. The key takeaways are the value of adaptability and flexibility, in- depth analysis of regional markets, and proficient communication with a variety of audiences.
Crafting Connected Brands for Growth
Expressing excitement for the journey ahead, Simona introduces the launch of VML Italy, aiming to create connected brands that resonate deeply with consumers and drive growth by aligning with their genuine needs. With confidence in leveraging the expertise of VMLY&R and Wunderman Thompson, VML seeks to establish a stronger and more cutting-edge structure. This endeavor is bolstered by an international team and a pool of excellence accessible only to the leading global creative agency.
Balancing Professional Commitments and Charity Work
Expressing a desire for more time dedicated to charitable endeavors, Simona recently found a fulfilling opportunity to intertwine philanthropy with her professional role. In addition to financial contributions, she actively supports LILT (Italian League against Cancer) by leveraging her network and influence to advocate for the importance of prevention. A forthcoming podcast on Spotify, created in collaboration with LILT, will further amplify this message. Simona also extends her support to Alice for Children, particularly in their efforts to provide education for children in Kenya.
WPP’s Journey Towards Equality
Simona underscores WPP’s notable presence of professional women, often occupying key leadership positions within the network. She remains dedicated to supporting female leadership, having nurtured a dynamic team of women on the Milan Campus through investment in mentoring, training, and continuous development, fostering profound and lasting change. The journey towards parity remains ongoing, with Winspire, WPP’s local cross-agency group in Italy dedicated to DEI issues, joining WPP’s global network, Stella, in 2023.
Through WPP Stella Italy, various activities are implemented to unlock women’s potential, provide equal opportunities for development and promotion, and create an inclusive work environment. Stella in Italy has organized over 15 DEI-themed events and more than 30 courses in partnership with leading companies. Recent initiatives supporting female employment include “The CEO Call Center” by Dress for Success Milan, where CEOs and top managers offer job-seeking advice, and the WPP Diversity & Inclusion Board, established in 2021, aiming to redefine diversity and inclusion language.
The board aims to give life to a new language of diversity and inclusion based on active engagement, contributions, and the exchange of opinions from all participants. The insights gathered are compiled into a white paper providing guidelines on Diversity & Inclusion topics in the Italian context and assisting teams in integrating best practices. Additionally, pro bono campaigns for Pangea Onlus, supporting women in need, and “Hack Your Campaign” events in collaboration with SheTech Italy to boost startups led by women further showcase WPP’s commitment to female empowerment and inclusion.
Prioritizing Well-being
In the communication sector, flexibility, courage, and dynamism shape each day, as revealed by Simona. Nevertheless, at WPP in Italy, personal time is highly valued. The significance of free time is acknowledged, recognizing that breakthrough ideas often emerge during seemingly idle moments. Last October, in observance of Mental Health Day, WPP Italy took a proactive step by shutting down its offices. All staff were granted two days off to underscore the company’s commitment to mental well-being, encouraging individuals to prioritize their emotional health and that of their loved ones.
Personally, Simona has prioritized efficiency and rapidity to safeguard leisure time. Engaging in executive coaching has played a pivotal role in her personal development. While harboring aspirations of pursuing a master’s degree, finding the time remains a challenge yet to be overcome. Despite this, she ensures to carve out time for physical activities such as golf, alongside leisurely pursuits like shopping and socializing with friends.
Maximizing Marketing Potential
Partnerships with industry giants like Google and Facebook offer invaluable insights into cutting-edge digital marketing strategies and platforms, empowering marketing teams to engage audiences effectively and drive results. Engagement with esteemed institutions like Luiss Business School provides access to academic research, thought leadership, and executive education programs, enhancing strategic thinking and leadership skills.
Active involvement in organizations like the IAA Italy Chapter fosters networking opportunities, knowledge sharing, and collaboration within the marketing community, facilitating industry insights and meaningful relationships with peers and experts.
Future of Communication and Marketing
Exuberant about the versatile world of communication and strategic marketing, Simona draws motivation from the way consumer behavior, technology, and economic conditions are always modifying. She is especially optimistic about the future of artificial intelligence in creative processes, expecting increased client returns from a range of AI-enabled services and solutions provided by WPP Open, an AI-powered marketing operating system from start to finish.
AI not only elevates creativity and imagination but also augments content creation and audience engagement. For instance, WPP Open X introduced Sprite Limelight, a global music platform leveraging AI audio synthesis technology. This collaboration with global producer James Blake resulted in music that could be reinterpreted by artists worldwide, offering a unique AI DIY music experience tailored to Gen Z. With 580 million song plays, record-breaking market performance, and a 10% sales boost, the campaign significantly impacted its audience.
Similarly, Ogilvy employed AI to extend Vermeer’s painting, The Milkmaid, for Nestlé’s yogurt brand, La Laitière. Through nearly 1,000 iterations, Nestlé and the agency revealed an extended version of The Milkmaid, imagined by AI, capitalizing on global interest in the Rijksmuseum’s findings on the original painting. The hero video showcasing the AI-created artwork garnered immense attention, reaching 15 million people and generating €700,000 of media value.
At WPP, AI-driven insights and tools are leveraged to personalize marketing efforts with unparalleled accuracy and efficiency. AI-powered predictive analytics offer valuable foresight into market trends, shifts in consumer behavior, and campaign performance metrics, reinforcing WPP’s belief in enhancing human creativity with AI technology.
In Her Own Words: A Legacy of Recognition
Throughout my career path, I’ve been privileged to receive several awards and recognitions. For instance, I have just been included in the 2024 Business People ranking of the 100 most influential managers and entrepreneurs in Italy, marking my fourth consecutive year of recognition. In 2023, I was invited to participate as an expert speaker in roundtable discussions and panels on the topic of female empowerment, such as the one organized by Elle Italia last November. In 2021, I had the honor of serving on the Italian jury for the Gerety Awards, a prestigious accolade that evaluates creativity from a distinctly female perspective, during which VMLY&R Italy earned a nomination for Agency of the Year.
Furthermore, since 2022, I have been privileged to join the Board of Directors of UNA, the Association of Communication Companies, where I now hold the position of Vice President. Additionally, in 2019, ADC Group, one of the foremost publishers in the Italian communication sector, bestowed upon me the esteemed title of Manager of the Year 2019.
Furthermore, for the last 12 years, in partnership with TEHA, an Italian consulting firm and think tank consisting of over 300 professionals, we have been organizing the WPP Forum. This annual gathering stands as a cornerstone event for businesses, institutions, and all professionals within the marketing and communication sector. It marks the culmination of a meticulously planned expedition undertaken by the WPP Advisory Board | The European House – Ambrosetti, of which I am a member.
