Cloud for Marketing: why it’s the future for media agencies

Andrea Di Fonzo
2 min readSep 24, 2019


a new starting point in my job

Cloud, Marketing, Data, Technology … lots of words that we are overusing in the last 18 months. And maybe we are using because we have not idea about what they really mean

cloud for marketing, cloud, Andrea Di Fonzo, marketing, data, technology, tech, advertising

But there’s one term that like a spark give me a new idea and vision about my job, and this is Cloud for Marketing.

I was in New York few months ago, and the term was not new, but during a meeting with some brilliant minds coming from different corner in the world, I finally see the light. Cloud for Marketing is the most sexy and complete revolution in marketing world and will impact in a dramatically way all player: agency, brands, tech players, publishers, …

Cloud for Marketing is the perfect synthesis that join talents, tech, data, media, creativity, contents … everything. Cloud is the essence of the intangible asset but is the soul of everything.

After that meeting I came back to Milan and I’ve begun to design an idea of new agency or better a new idea of my job.

Everything will change. Profile, talents, knowhow, tools, platform … And first of all our mindset has to change!!

We have to think in totally different way, faster, more open (let me say “opensource”), collaborative, and definitely disrupting.

And I did first step to change and transform myself, my job, in a new momentum of philosophical Darwinism:

  1. to study, study, study … never stop and restart
  2. create a new role into the agency (that nobody has understood yet) of Director, Cloud for Marketing
  3. the most ambitious training program into a “media agency” about Machine Learning and Coding … 10% of my team fully trained in 4 months (people that never logged-in in cloud, never wrote a code, …)

This is the challenge and I would like to fix in my first story in Medium



Andrea Di Fonzo

Chief Executive Officer at Publicis Media and Chief Media Office at Publicis Groupe. — looking for technology to help human reach the highest potential