Born on 12th January 1981 in Florence (Italy), after the high school studies (focus on economics & foreign languages) he took a degree in Marketing, Trend Research and New Media. Schoolarship awarded, he attended a 13 months full English spoken MBA, focused on Strategic Design Management that Domus Academy (Milan) organised in partnership with SDA Bocconi and the Interaction Design Institute of Ivrea. Final Mark: Distinction. In 2005 he moved to Rome working as Experience Designer for Kanso, an Innovation Consultancy founded by Andrea Granelli, ex CEO of Telecom Italia Net. At Kanso, Giacomo worked with the Rome Municipality developing a Tourist Access Gate / Multimedia Museum at the Imperial Forum. At the end of 2005 Giacomo collaborated with Park, an Advanced Design Management agency based in Hamburg (Germany) and in The Netherlands, in quality of Strategic Designer for two consulting projects. The first in Barcelona for Levi’s Europe, creating ‘The face of the Brand’. The second project, for German kitchen producer SieMatic, focused on a B2b communication strategy for the launch of their new kitchen: the S1. In 2006 he moved to London working for Contagious Magazine, an award-winning but globally oriented Magazine, DVD, online resource, newsletter, strategic consultancy and event organiser specializing in the most innovative excercising in branding, unconventional marketing, design, technology and popular culture. After 16 months of intense work as Senior Researcher, Editor and Strategic Consultant, he moved to Ninja Marketing focusing on a Diesel account, developing a strategy to create a niche Social Network of cool hunters. Besides Ninja Marketing, Giacomo teaches unconventional marketing strategies at the Master in Business Design, Domus Academy and the Master in Marketing Innovation, Accademia di Comunicazione. He’s currently the creative and strategy director of disconnect festival (www.disconnectfestival.com) and partner of Jenyooin |genuine| Truly what something is said to be, authentic.

Jenyooin |genuine| is a long term project that aims to genuinise processes & products, brands & services, experiences. It may look a labored (or difficult) name to remember but if you’ll listen your inner voice you’ll probably agree with us that, when reading it, you will discover a familiar word. It took almost two years to realise that this term cointains and conveys all the things we love and wanted to do:

_Help brands and companies be more authentic (Jenooyn Consultancies)
_Offer people real food while helping families, sustaining territories, their culture and traditions (Jenooyn Food)
_Give people genuine food and travel experiences (Jenooyn Experiences)

@ Jenyooin consultancies We help brands be more genuine. We’re living in an age of Radical Transparency; business is being influenced by a cultural shift, a redrawing of the lines between what’s private and what’s public. Consumers on their side have been liberated by technology and empowered by the Internet and we are living in a confessional and connected culture. Brands, in our opinion, should be transparent and authentic, conveying their culture and showing that they are in tune with consumers’ expectations, as everything, from corporate ethics to marketing messages to customers service is now on display, that’s nowhere to hide.

The only way we know to genuinise brands is through the use of strategic design coordinating them from design to delivery. Through a user-centric product service system (PSS) approach we aim to optimise both client’s satisfaction and company’s profit (contrarily to marketing, only interested in the second objective) via a coherent coordination of the media plurality – from brand generation to product & service development – not only defining the company’s identity but helping shape its communication and media strategy.
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