Lorenzo Lasagna’s journey from the rolling hills of Perugia, Italy to leading social media strategies for global brands in New York offers a unique perspective on the art of marketing. With a deep-rooted appreciation for culture, heritage, and storytelling, Lorenzo has shaped a career focused on authentic marketing. From navigating the fast-paced, ever-evolving digital world to spearheading global campaigns for renowned companies, his work highlights the importance of genuine connection in a market saturated with noise.
Lorenzo has collaborated with internationally renowned events such as the International Journalism Festival, TEDx, and Primavera Sound, one of Europe’s largest music festivals. He has also worked with New York Design Week and SXSW. In 2019, Lorenzo was honored with a prestigious Silver Pencil award at the One Club for Creativity’s ‘Young Ones’ competition, which celebrates emerging marketing talent. Since 2023, he served as the Global Social Media Lead at frog and Capgemini Invent, working with Fortune 500 companies, governments, and startups.
In this exclusive interview with The Urban Watch, Lorenzo shares insights into his upbringing, his rise in digital marketing, and the lessons he’s learned in the ever-changing landscape of social media. He discusses how authenticity drives success in today’s marketing world and offers a glimpse into his most memorable projects—from overcoming the challenges of the pandemic to creating breakthrough campaigns at prestigious events like the Cannes Lions Festival. As AI and influencer marketing continue to transform the industry, Lorenzo emphasizes that brands must remain true to their values and engage with audiences on a deeper, more personal level.
Tell me a little bit about your background. Where did you grow up, and how has that shaped who you are today?
I grew up in Italy, surrounded by a rich cultural heritage and a deep appreciation for art and design. My hometown, Perugia, in the hillside of central Italy, is known for its buildings dating back to the Etruscan period. When it was time to choose a university major, I was initially drawn to architecture. However, after exploring the curriculum, I found it too “static”—it felt like architecture symbolized a world that had stayed the same for centuries. That’s when my interest in creative marketing took shape. I saw it as an exciting, emerging discipline that felt fresh and dynamic. I was captivated by the intersection of culture and commerce—how advertising could go beyond simple sales tactics to become a form of storytelling that resonates with audiences. At the time, there weren’t many schools in Italy offering courses in this field. Fortunately, one of them was in my hometown, so I pursued my undergraduate degree in Advertising and International Communication there.
Moving to the U.S. for my graduate studies broadened my perspective, exposing me to a new culture and diverse communication and marketing strategies. This experience has been invaluable in shaping the way I approach my work today.
How did you become interested in digital marketing?
Growing up, smartphones were just becoming a thing. Looking back, I think I was born at the right time—in the 90s—so I still had a pre-internet childhood, but growing up in the 2000s allowed me to experience the new world of the internet during my formative years. When I was a teenager, social media was just beginning to emerge, and it felt like this new, dynamic world––something that I could shape and that belonged to young people rather than a well-established industry. That’s when I realized that creative marketing, especially social media, would become a cornerstone for brands to engage with diverse audiences. I became really interested in this world and started following online blogs and communities on creativity, tech, and digital media.
My first major breakthrough came during my Master’s program at the City University of New York, where I had the opportunity to work with leading brands, helping them integrate their marketing efforts across various channels. As I advanced in my studies, I recognized the power of strategic, integrated communication in shaping a brand’s identity. That’s when my passion for digital and creative marketing truly took off.
What cultural and professional lessons have you learned from living and working in both Italy and the U.S.?
Living and working in both Italy and the U.S. has given me a dual perspective on creativity and strategy. In Italy, there’s a deep appreciation for craftsmanship, aesthetics, and tradition, which shapes how brands communicate their heritage and values. However, the work culture there tends to be more rigid and slower, often influenced by hierarchical structures and tight regulations. Projects can take years to launch, driven by excessive compliance checks, numerous approval stages, and a cautious approach to change that can feel sluggish.
In contrast, the U.S. work culture prioritizes innovation, speed, and scalability. It’s all about how quickly you can launch, grow, and pivot. For example, while working on a U.S. marketing campaign, we were able to produce a video within a couple of weeks. We set up production, hired multiple vendors, organized the shoot, and even got management approval to shut down the office floor—all in record time.
By comparison, in Europe, the same brand required six months to prepare for a major industry event. The level of detail and the numerous approval steps reflected Europe’s tendency toward bureaucratic hurdles.
Does quality get lost in the U.S. because of the fast pace?
It depends on the nature of the project. I wouldn’t say the quality is necessarily lower, but maintaining high standards requires constant attention and adaptability in the U.S. In Europe, there’s often more time to refine and perfect, which allows for a more deliberate approach.
Additionally, European brands often feel more deeply connected to their audience due to their strong heritage and traditions. In the U.S., cutting through the noise can be more challenging, given the fast-moving and highly competitive market. This difference in business dynamics shapes how marketing strategies are developed and executed in each region.
What do you consider your biggest professional accomplishment so far?
My biggest professional accomplishment was leading several social media campaigns for frog, part of Capgemini Invent, a global brand aiming to increase its visibility across Europe and the Middle East while maintaining consistency with its U.S. presence. These international campaigns not only boosted engagement but also resulted in a significant increase in market share. Leading such a complex, cross-market initiative and seeing measurable success was a pivotal moment for me.
Winning the Silver Pencil at the One Club for Creativity’s ‘Young Ones’ competition is a significant achievement. What does this recognition mean within the industry, and what personal significance does it hold for you?
Winning a Silver Pencil in 2019 during my graduate studies kickstarted my professional career. The award recognized our provocative campaign for the makeup brand Il Makiage.
The Silver Pencil at the One Club for Creativity is one of the most prestigious awards for young creatives. Within the industry, it symbolizes excellence, innovation, and recognition from some of the most respected figures in advertising and design. For me, winning the award was a pivotal moment. It validated taking creative risks and boosted my confidence in my ability to think outside the box.
On a personal level, this project is especially meaningful to me because it brought my team and me closer together. We bonded through late nights and creative challenges and are now great friends. Every time I see that award on my desk, it’s not just a reminder of our work but also of the importance of striving for excellence and pushing boundaries—even when the approach feels unconventional. It symbolizes what’s possible when you don’t play it safe.
Which projects are you the most proud of?
I’m particularly proud of several projects I worked on during my almost five-year tenure at frog.
In 2020, when I was still an associate at the firm, the world was hit by the Covid-19 pandemic and offices had to close. Working on a global marketing team during such a critical time taught me a lot about dynamically shifting strategy and adapting quickly to unpredictable market conditions. We pivoted all our in-person events to remote, and I had the opportunity to produce webinars in partnership with major industry events like SXSW and New York Design Week. Looking back, it was ironically one of the most formative experiences of my career.
The following year, I produced a marketing video for Campfire, a startup pioneering remote collaboration through a mixed reality (AR/VR) headset designed by frog. It was one of my favorite experiences, as I got to work with a large production team. We shut down a whole floor of the DUMBO (neighborhood in Brooklyn) office building and transformed it into a film set for a day. It was amazing to see what could be accomplished without creative constraints and with a large budget.
In 2023, I contributed to my biggest project yet when frog attended the Cannes Lions International Festival, one of the largest and most prestigious marketing events in the world. Held annually in Cannes, France, the week-long festival offers brands the opportunity to showcase their capabilities, meet new clients, and create business opportunities. It’s a prime platform for creative innovation and attending requires a strong team to make it worthwhile due to the event’s expensive costs.
As a global social media lead, I flew to Cannes to create content and helped craft a content strategy that engaged diverse audiences through multiple digital channels while maintaining the brand’s cohesive global voice. The results were outstanding in terms of audience engagement and brand perception. It was one of our most successful campaigns to date.
Can you tell me more about the content strategy and your experience at Cannes?
Our goal was to develop a content strategy that would showcase our presence at the festival to the world in real time. We partnered with a production company to create a space at the event for talks, panel discussions, and other activities. My role was to ensure we shared everything on social media, allowing our audience of nearly one million people in the creative business community to see what we were doing and creating a positive perception of our brand.
Over several months, I crafted the content strategy, planning what we would produce and release down to the day and hour. It was a lot of work, but it paid off as we successfully reached our audience and gained millions of impressions during the event week and in the weeks that followed.
I was also responsible for producing on-site content—attending panels, taking photos and videos, posting updates, and ensuring everything was ready to share immediately. We hired videographers to record the panels and make sure everything was documented.
A key decision was how we used social media, especially Instagram. Though our primary B2B channel was LinkedIn, I advocated for using Instagram Stories to provide live updates—behind-the-scenes glimpses, insights from the talks, and real-time event coverage.
One of my proudest moments at the festival was when representatives from other major corporate sponsors complimented our content, saying we had the ‘coolest’ material at the venue.
What do you think makes a brand go viral?
This is something I get asked often, and it’s a tough question because there’s no formula for it. What works for one brand might not work for another, and you can’t just copy someone else’s success. However, there are things a brand or company can do to increase its chances. First, stay on top of trends and make sure your content is on the right platforms. It’s essential to understand your audience and what resonates with them. For example, if you’re a consumer brand targeting Gen Z and you’re not posting on platforms like TikTok, it’s never going to reach your audience because they won’t even see it.
So, there’s no one-size-fits-all answer, but it’s about hitting the right spots and being in the right place at the right time. A bit of luck is involved, too. You could leverage something like a culturally relevant moment and jump on it with a timely post. In the past, mainstream events like the Oscars or the Super Bowl provided opportunities to connect with audiences.
Today, however, the nonlinear way consumers experience content on social media means you can achieve the same impact with a niche meme or reference that resonates with your audience.
You want to be the first to join in on a trend or meme, not the last. If everyone else is doing it, it’s already too late. Timing is key.
Lorenzo Lasagna
Can you talk about the pros and cons of influencer marketing?
Influencer marketing has grown significantly, and it’s a strategy that’s still very relevant, especially for direct-to-consumer brands. There still are many effective cases of brands leveraging influencers to promote their products to their audiences. However, I think we’re reaching a peak in how people perceive it. While it still works, there’s a growing sense of fatigue as consumers are becoming more skeptical of inauthentic promotions.
For influencer marketing to be effective, there must be a genuine connection between the influencer and the product. There was a time when influencers like Kim Kardashian –or Chiara Ferragni in Italy– would promote completely unrelated products, and people still bought into it. But now, with consumers becoming more aware, they can tell when something feels fake. Authenticity is key, and if the product doesn’t resonate with the influencer or their audience, it will appear disingenuous.
Influencer marketing can be more effective in certain industries than others, particularly lifestyle. Smaller influencers with more niche, engaged audiences (even with around 10k followers) often drive better results than celebrities. It’s not just about the size of the following but about whether the influencer’s content and personal brand align with the product. If an influencer is in wellness, for example, they should ideally represent a brand that fits their style and values, or it will seem out of place.
It’s also important for brands to look at audience engagement and demographics rather than just focusing on numbers. Sometimes, brands will look solely at follower count, but understanding the influencer’s audience and their engagement is crucial for success. For example, a running shoe brand might get a larger reach working with an influencer with 500k followers, but if the influencer’s audience consists mostly of general lifestyle followers rather than dedicated runners or fitness enthusiasts, the campaign may not be as effective. In contrast, an influencer with 50k highly engaged followers who are passionate about running and fitness might drive more meaningful conversions, even though their follower count is much lower.
How’s AI changing your industry? Have you incorporated any AI tools in your work?
Personally, I’ve used AI for organizing tasks, summarizing information, and even refining content strategies, which helps me focus more on the bigger picture and overall strategy.
There are massive opportunities to leverage AI to optimize marketing strategies and target the right audiences with greater precision. However, I think it’s important to proceed with caution, especially when it comes to over-using AI in creative aspects.
At the moment, ‘Generative AI’ is a bit of a buzzword, and it seems like everyone is jumping on the bandwagon. I’ve seen many tech trends come and go. Each hype cycle eventually fades, and the technology quietly integrates into our daily processes. The brands that thrive will be the ones that use AI strategically but still keep a human-centered approach.
The true value of AI will come when it becomes an invisible tool that enhances how we work without overshadowing the essential human connection that is key to successful marketing.
What are the essential elements that modern brands must possess to distinguish themselves in the market?
Authenticity is key. Audiences are more savvy than ever, and they can spot inauthentic marketing from a mile away. It’s important to create genuine content that speaks to the values of your brand and truly connects with your audience. Building a community rather than just promoting a product is essential for long-term success.
There is also a big opportunity for brands to differentiate themselves through human curation. As AI becomes more integrated into everyday life, I believe consumers will start to crave the human element even more. The brands that will stand out are the ones that maintain an authentic, human-centered approach while leveraging technology to enhance, not replace, those connections.
Success will come from using AI strategically to deepen engagement while positioning the brand as relatable, genuine, and human. The real winners will be the ones that come off as the most genuine in their space.
Can you expand on inauthentic marketing, values, and ethics? Do you choose which brands to work with based on that? How do you know what’s truly authentic?
It’s a tough call for a marketer. Sometimes, there are brands that you personally like, but often, if you work at an agency, you’re assigned a brand to work with. You might not like it, but you still have to promote it.
For example, a company might be sued for greenwashing and have to launch an entire PR campaign to address it. You often don’t have a say in these matters, especially in larger organizations. That’s why it’s such a tough topic for marketers.
There are also product categories you may not personally believe in, such as working with processed food when you eat clean, organic food. How do you decide then? It’s a bit of a gray area.
Personally, I try to work with brands where we overlap in brand values. If their product isn’t perfect yet, I’ll work with them to improve it. I look for brands that have a strategy or mission aimed at having a positive impact, like donating profits or being more sustainable.
What advice would you give someone starting a digital marketing career today?
Stay curious and be adaptable. Digital marketing changes quickly, and you can’t rely on doing things the same way for too long. When I first entered the field, social media was still emerging as a major marketing tool; we were perceived as the odd new kids in the room. Now, it’s the dominant platform. So, my advice is to experiment, learn from your failures, and not be afraid to pivot. Also, focus on developing both creative and analytical skills. Creativity is key to grabbing attention, but knowing how to measure and optimize is what will keep you in the game.
Since you’re Italian– what’s your favorite Italian brand?
My favorite would have to be Brunello Cucinelli. It’s a fashion brand based just a few minutes from where I grew up, so it holds a special place in my heart. I believe their designs truly embody the concept of “quiet luxury” better than anyone else, which contributed to their massive success. What’s also inspiring is that the founder, now in his 70s, still lives in the same small village, staying connected to the territory and the brand’s roots. I have several friends working there, and one day, I hope to fill my wardrobe with their pieces. That would be the dream.
Finally, what is your ultimate career goal, and how do you envision reaching it?
My ultimate goal is to work with a team at the intersection of tech, art, and culture. I’m drawn to companies that push boundaries and challenge the status quo, and I want to help shape how those brands communicate with the world. I see myself getting there by leveraging my understanding of both U.S. and European markets and staying ahead of digital trends. It’s about constantly learning and evolving—adapting to the industry while also helping to shape its future.
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Lorenzo is open to working with new clients. If you want to connect with him, you can contact him on his LinkedIn or his website.
