Daniele Fiandaca

Daniele Fiandaca

Co-Founder at Utopia
London, United Kingdom, Royaume-Uni

A propos

I am on a mission to deliver business change by harnessing the power of creative thinking.

I have been lucky to have had the opportunity to help build two highly successful creative businesses: Profero, one of the agencies that defined digital advertising and Cheil, which was the second most awarded UK agency in 2013.

I enjoy building networks to help deliver cultural change and co-founded Creative Social, a club for creative and brands leaders who believe creativity will lead to better business and culture, as well as Innovation Social and Brand Social.

Additionally, I view diversity as critical to business success and co-founded Token Man, an initiative to get men into the gender diversity discussion, as well as The Great British Diversity Experiment.

I am also a Hyper Island Masterclass Speaker, a Wired Speaker and a visiting professor at the European Business school (ESCP). I am a regular judge, keynote speaker and writer for multiple magazines, newspapers and organisations.

Specialties: Building Business, Business Strategy, Building Creative Cultures, Commercial Due Diligence, Digital Advertising, Gender Diversity, Networks, Social Media, Talent Strategy


Token Man
May 2015 - Actuellement ici (2 years 6 months)
Token Man is an initiative to give Men in industry a better understanding of the challenges women face in business and a greater empathy for when they are in the minority. We hope to achieve individual behaviour change that fuels a cultural shift in the workplace, enabling men in a tangible way to contribute to the movement for gender equality. Ultimately this needs to act as a platform for the progression of women in industry to reverse gender inequality.
September 2014 - Actuellement ici (3 years 2 months)
We are Mutant. A momentum consultancy which helps brands and agencies deliver change and growth opportunities through collaboration, creativity and innovation. We support clients by reviewing their overall strategy and implementing a clear action plan for change, helping to make their businesses more agile. We also help businesses by covering interim CEO positions as well as commercial due diligence. Our clients include BeHeard, Cherry London, M&C Saatchi, Stink and Vice.
Master Class Speaker & Course Leader
Hyper Island
April 2010 - Actuellement ici (7 years 7 months)
Masterclass speaker in over 50 Masterclasses from Open courses in London, Toronto, Stockholm, Los Angeles and New York to bespoke courses for the likes of BBH, DDB, Engine Group, Ogilvy and Timex. Topics covered include ‘Communications are no longer linear’, ‘Digital Toolkit’, ‘The Industry is Reshaping’ and ‘Rewiring the Brain’.

I also ran the third module of the Hyper Island Manchester Digital Media Management MA and continue to speak at the school.
Creative Social
November 2004 - Actuellement ici (13 years)
Creative Social is a club for creative and brand leaders who believe creativity and innovation will deliver better business and culture.

We've staged global creative events in Amsterdam, Antwerp, Barcelona, Berlin, Helsinki, London, Munich, New York, Paris, San Francisco, Sao Paolo, Shanghai, Stockholm, Montreal, Las Vegas & Beirut. We also run local events in London and New York which include CS Presents, CS Sessions and CS Inspire. We have published three books - the latest being Hacker, Maker, Teacher, Thief: Advertising's Next Generation. We also provide creative services to brands through CS Labs. Clients include Absolut, Converse, Sonos and Twitter.
Head of Innovation/Managing Partner
New York, Etats-Unis
October 2011 - August 2014 (2 years 10 months)
As the Head of Innovation, my job was to find new and better ways of solving client’s business problems. We did this by ensuring that we have a unique understanding of people’s changing needs and an ability to deliver innovative and game changing communications solutions. My job was to ensure that innovation was institutionalised across the business, that we were agile, we were at the forefront of technology understanding and we had the best talent around in the areas of digital, social and mobile.
Founder & Consultant
Digital Fauna
April 2010 - October 2011 (1 year 6 months)
A consultancy focused on but not limited to helping brands and agencies get a far better understanding of digital, not only on a strategic level but on a really practical level, helping them implement change as well as enabling creativity. Clients included Channel 4, Converse, Great Works, Hyper Island, Perfect Fools, Red Bee Media and VCCP
CEO (Europe)
London, Royaume-Uni
September 1999 - December 2009 (10 years 3 months)
I joined Profero in September 1999 and for over 10 years ran the business with Daryl and Wayne Arnold (the original founders). In that time we transformed Profero from a 22 person agency in London with an annual revenue of £0.5m to a truly Global business with 10 offices, over 250 people and an annual revenue in excess of £16m. We achieved this through organic growth with minimal outside finance and by remaining completely independent. Over this 10 year tenure I held a number of roles as the business evolved; below I have summarised titles and some key responsibilities:

CEO (Europe) Apr’08 - Dec’09
Whilst applying senior level support to the UK office, I also lead and managed 3 Profero offices outside the UK; Milan, Madrid and Sydney. I was the driver off Profero's social marketing strategy (The Hive) and continued to be responsible for Profero global talent strategy and marketing.

Group COO Aug’00 - Mar'08 Responsible for the Global Finance, Operations (including talent) and Marketing functions. Lead overall business strategy; driving global expansion and managing the MDs.

Finance Director Sep’99 - Jul’00
Set up the financial and operational infrastructure of the business

Industry highlights include:
Judged on D&AD, Festival of Media Awards, M&M Europe, Revolution, AOP, Eyeblaster and Mouse Awards
Won Media Employer of the year award in 2005 and Silver and the Most Innovative Award at Effectiveness in CPD Awards in 2004.
Profero placed in Times Top 100 Small Companies to work for in 2007.
Ran IPA Stage 2 as well as running workshops at Eurobest and Lynx Dubai (through Creative Social)
Founded Creativeshowcase both in the UK (www.creativeshowcase.net) and Australia (www.creativeshowcase.net.au)
September 1995 - August 1999 (3 years 11 months)
2.5 Years in Audit followed by a year and a half in Corporate Finance with secondments in Training and Recrutiment.
Sales Assistant
April 1992 - December 1994 (2 years 8 months)
Saturday Sales Assistant at the King's Road branch of Blazer, the now defunct men's retail store
Part Time Manager
The Jam
April 1990 - September 1990 (5 months)
Part time manager of the Jam restaurant working 3 nights a week (Friday, Saturday and Sunday)
European CEO
London, Royaume-Uni


BSc Econ, Accounting and Finance , 2.1

London School of Economics and Political Science
1992 - 1995 (3 years)

A-levels, Maths, Further Maths, Physics and Business Studies , 3 As and a C (Further Maths)

Mill Hill School
1985 - 1991 (6 years)


Hacker, Maker, Teacher, Thief: Advertising's Next Generation

26 August 2014
What does the industry need to do today (not tomorrow) to stay valuable and relevant? Is digital collaboration the death of idea ownership? What the f**k do clients know about great advertising? How can copying make you more original? I feel connected, but do I feel more human? How are the porn industry, illegal black market and bitcoins changing online culture today? How do we 'do' innovation'? If you want to get a point of view on these and a whole host of other questions, just pick up this book which features a collection of essays from 35 leading creative directors and business owners. Creative Social celebrates hackers, makers, teachers and thieves - advertising's next generation.

Digital Advertising: Past, Present, and Future

01 July 2010
What did we learn from the 12K banner? Is the big idea dead? What would Bill Bernbach think about digital advertising? Why are the Swedes so bloody good at it? How can you shape the future of digital advertising? Is peep culture the new pop culture? What does the agency of the future look like? All these questions and far more are covered inside Digital Advertising: Past, Present, and Future, a collection of essays from 24 Digital Creative Directors and business leaders. Rory Sutherland, President of the IPA and Vice-Chairman, Ogilvy Group UK describes it as 'An A-list group of authors writing brilliantly and affectionately about the subjects they know best."

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