As part of our ongoing “United Nations of IAA” campaign, we’re delighted to feature Marianna Ghirlanda, President of the IAA Italy Chapter and CEO of BBDO Italy. A true leader in fostering creativity and innovation, Marianna is passionate about using advertising as a force for good—empowering young talent, driving meaningful change, and shaping a more responsible industry.
In her interview, Marianna shares her belief in the transformative power of creativity and the importance of investing in the next generation. Her commitment to inclusivity, collaboration, and impactful leadership exemplifies the very best of the IAA spirit.
IAA: What do you do?
Ghirlanda: As CEO of BBDO Italy, I have the privilege and responsibility of leading one of the most creative and influential advertising agencies in the industry. My role involves not only driving business growth and operational excellence but also fostering a culture of innovation, collaboration, and inclusivity. I believe in empowering our teams to push creative boundaries while staying deeply attuned to the needs of our clients and the evolving expectations of society. At BBDO, our focus is on creating meaningful, impactful campaigns that resonate with audiences, deliver results for our clients, and contribute to a more responsible and conscious advertising landscape.
IAA: Why did you join the IAA?
Ghirlanda: I joined the International Advertising Association because I believe in giving back to the industry that has given me so much. I am passionate about fostering the growth and development of young talent, empowering them to shape the future of advertising. By contributing to the IAA’s initiatives, I aim to create opportunities for the next generation and help build a more innovative, inclusive, and responsible industry.
IAA: Which IAA value is closest to your heart and why?
Ghirlanda: We believe creativity inspires people to take action and solve business and societal challenges. I appreciate this value because it captures the transformative power of creativity. It reflects my belief that creativity is not just about making things beautiful or compelling but about driving meaningful change, inspiring action, and addressing both business and societal challenges. It aligns perfectly with my vision of advertising as a force for good, capable of leaving a lasting impact on individuals and communities
IAA: What is your favorite example of IAA serving the marketing communications community?
Ghirlanda: What I love most about the IAA is the incredible work we do with Young Professionals. Supporting and empowering the next generation is something I deeply care about, as they are the future of our industry. The IAA provides them with opportunities to learn, grow, and connect with experienced leaders, fostering their creativity and potential. By investing in their development, we are not only shaping stronger professionals but also ensuring a brighter and more innovative future for the advertising industry.