About
Fabio is a creative leader and strategist who intimately understands and integrates a multitude of marketing and communications disciplines. He thrives on big ideas and the intricate details. Leading the teams at tag agency as CCO/CEO for over 25 years, Fabio has had the good fortune of working with an impressive roster of brands in b2c, franchise and b2b spaces. Fabio is passionate about the advertising industry and brings his full arsenal of creativity, strategy, digital savviness, experiential, broadcast, media, CRM, marketing automation and social media to the table. As a leader, he conducts his business by encouraging others to think bigger than they are accustomed, trust their gut, back it up with smarts and steer clear of the naysayers in the room. He believes there is always a way.
As one of the architects of the proprietary brand positioning process, truthology™, Fabio has contributed to the success of a multitude of large and SMB brands including Kraft, The Weather Network, Philips, MTY Group, First Choice Haircutters, High Liner Foods, Clover Leaf Seafoods, Mitsubishi Electric, and many more.
Fabio judges advertising awards shows here in Canada and internationally.
Articles by Fabio
Contributions
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How do you prove your Creative Strategy ROI?
The term “creative strategy” is used far too loosely. Is it the strategy of executing the creative or is it the strategy behind the creative? It should always be the latter. Certainly, headline options, colours, CTAs, will have an effect on CTRs – to a degree – but the best approach is to front-load the effort to understand your audience and develop messaging that will truly resonate with them. A/B testing and mixed performance result from a lack of confidence in how to address your audience in the first place. Instead, study your target, gather data both quantitive and qualitative, mine insights, understand your brand’s impact – then mesh it together to create messaging that has a far greater likelihood of working the first time.
Activity
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OOOOOOOH, PEOPLE ARE MAD. The creative in me certainly likes this Apple spot - it's a pretty simple communication of "You get a lot of creativity…
OOOOOOOH, PEOPLE ARE MAD. The creative in me certainly likes this Apple spot - it's a pretty simple communication of "You get a lot of creativity…
Liked by Fabio Orlando
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I’m happy to share that I’m starting a new position as Senior Account Manager, Digital Marketing at Central Station Toronto!
I’m happy to share that I’m starting a new position as Senior Account Manager, Digital Marketing at Central Station Toronto!
Liked by Fabio Orlando
Experience
Education
Languages
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Italian
Professional working proficiency
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French
Limited working proficiency
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English
Native or bilingual proficiency
Recommendations received
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