My Mission

I strongly believe in ethical communication, and I believe that despite the neoliberal framework of our market, it’s still possible to be authentic when we talk about marketing and communication. For me, ethics isn’t just a word to throw into an empty space on a website—it’s the way I try to work and live every single day.

The consistency required to truly uphold this kind of ethics is, unfortunately, becoming harder and harder to maintain, but I do everything I can to protect my dignity as a person and as a professional, and to do the same for the people who choose to work with me, as well as the thousands who will come into contact with my work.

I’m fully aware that market logic often comes before any other kind of logic. If that’s what you’re looking for, then I’m simply not the right collaborator for you.

But if you share my mission to bring dignity back to a creative yet highly analytical profession—one that too often gets bent to the logic of revenue at any cost, without considering the political, ethical, moral, and intellectual implications of what we do—then our collaboration will be fruitful and enriching for both of us.

My Vision

My vision is a future where communication is not reduced to numbers, targets, or transactions, but is rooted in dignity, awareness, and respect. I want to help reshape marketing and communication into fields that consider not just business outcomes, but also political, ethical, moral, and intellectual contexts. In my vision, there are no “clients” or “users”: there are people, with stories, values, and identities that deserve to be acknowledged and respected.

I reject mediocrity, carelessness, and the “just get it done” attitude of delivering a fixed number of contents to fulfill a contract. I believe in beauty, in dedication, in community, and in the feedback of those who engage with my communication. I believe in the richness of shared cultural and artistic heritage. I even believe in the perfection of ugliness, in the uniqueness of what is ugly, because it carries its own character and personality. Something mediocrity will never achieve. Not even with ChatGPT.

My Values

I believe in a world that is not globalized, but unified by its enriching differences. I believe in a society that is engaged, present, and attentive. I believe in the power of communication tools aimed at awakening minds, not putting them to sleep. I believe in the self-determination of communities, and I reject the exhausting individualism that breeds selfishness and destroys the sense of togetherness.

The masses terrify me, yet I love collectivity—because “it takes a village to raise a child.” I believe in the principle of mutual aid, and I turn away from the depoliticization of the society in which we live, move, consume, and die. I believe that “the personal is political”: no one is spotless, but we are all mirrors

I believe in a horizontal society, because what comes from above is charity, while what comes from across is solidarity. I never use the word “inclusion”, because none of us has the power to exclude: if you use that word in your communication, you’ve already placed yourself above someone you are discriminating against.

I have never made—and will never make—distinctions based on skin color, nationality, religion, or social class: if you’re an idiot, I’ll say it, and none of those things will ever be the reason.

I believe in the power of the Word, and I know its virtues and its pitfalls, its dangers and its liberations. I believe in participation, in dialogue and even in conflict, because something always happens.