Nicola Rovetta (nickname: Woccia), Creative Director at Agency.Com

Your idea about the perfect working day: It’s when good ideas pop up from informal conversation, or innocent activities become business ideas.

Your muse best comes when: Driving, or in the shower.

What needs to be changed/improved in order to achieve ultimate engagement with users:  For me, ultimate engagement runs through digitalisation and “medialisation” of all the devices (outdoor, in-house, in-car, who knows?). So first, countries like Italy must overcome the digital divide. Too many people are not accessing or using computers or broadband the right way, and sure they prefer watching television! The second issue is that the infrastructure problem is not only physical, but also a cultural problem: publishers often prefer doing the same old things over and over again rather than experiment or support new media or new solutions. And last but not least, agencies and clients must have the courage to dive into the conversation, because each minute that you wait thinking about how to cope in the digital world is a year you lose in evolution. You know, as I often say to customers, in the digital world years are like dog’s years: one is worth seven!

Favorite Brand Experience:  Despite all rich videos about these days, what comes to mind first is Hancock’s “whale-throwing” game – part game, part widget.  For me, it is the right-sized addictive experience.