Silvia Barbieri

Head of Strategy Futurebrand

Silvia is from Modena, and has a background in humanities: after completing high school, at she went on to gain a degree in History from the University Ca’ Foscari in Venice, aged 22.

With her passion for analysis and insight into socio-cultural dynamics, she began her career at a leading advertising network, the agency J.W. Thompson, where she became head of strategic development for multinational clients such as Kraft and Unilever.

In 2000, Silvia joined McCann Erickson Worldgroup as Head of Global Strategy for Unilever’s ice cream business. Among her most important projects were Magnum, with the creation of the first limited edition (idea: the seven deadly sins), and the revival of the Cornetto, along with the development of new products and a renewed brand language.

In addition to ice cream, Silvia was involved in the launch of Coca-Cola Zero, and with Costa Crociere’s great expansion of the cruise market (Brand idea “the holiday that you miss”).

Since 2008 Silvia has headed up the Brand Strategy department at Futurebrand Milan: she works on Barilla, in its process of globalization, and also on Fiat; she is part of the international team working on Nespresso; she conceived the development path of the Expo 2015 logo, and devised the winning concept for the identity of the Olympics in Rome.

She teaches Business Design and the Masters course in Marketing of Luxury Goods at the Domus Academy. She collaborates with Mark-Up and Retailwatch, and has written a book, “Dialoghi sulla filosofica quotidianità del branding”, “Dialogues on the philosophical quotidianity of branding”, published by Postmedia Editore.