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 21 Most Intriguing: Diego Scotti Vice President, Head of Global Advertising, American ExpressHe’s got an accent. He speaks more languages than an international CIA operative. He’s well traveled. He’s got a palate the likes of Mario Batali and Wolfgang Puck would envy (just check out that list of his must-have foods). Clearly, he has enough personal intrigue to keep any cocktail-party conversation going strong. But most relevant to this conversation is his visionary marketing philosophy, which has helped keep American Express at the forefront of the magazine advertising industry throughout the past year. After all, according to the Magazine Publishers of America's most recent (2006) numbers, Amex is the only credit card company to make the list of the top 50 magazine advertisers.So how does he—Diego Scotti, VP of global advertising for Amex—keep the momentum building in such an evolutionary time? “Today’s challenge is having a dialogue with people versus talking at them,” he says. “We must create engagement programs to do this. If, as a brand, you don’t get invited to that conversation with consumers, then you are just an interruption.”
A Year In The Life:
Hobbies
Playing FavoritesFavorite restaurants: Sucre, Buenos Aires, Spotted Pig, New York, The River Cafe, LondonFavorite music: Fito Páez - Brazilian Bossa nova (the old and the new), and, of course, Tango Favorite Web site: clarin.com Must Read Book: Peter Rabbit, Beatrix Potter Favorite Magazine(s): The Economist • Monocle • Vogue L'oumo • Noticias Must-watch TV: The Office • Dexter • Get Smart • BBC World News Must-watch Movies: The 39 Steps (the original version) • North by Northwest • The Official Story, the only Argentine film ever to win an Oscar Desert Island Foods I couldn’t Live Without: An Argentinean "asado," Mortadella sandwich (no mustard) from Sant Ambroeus, Alfajores from Havana (Mar del Plata), Shepherd's Pie from Myers of Keswick, My mother's Milanesas, Boiled egg and soldiers for breakfast during a lazy weekend, A good Pad Thai (no shrimp), Ham and cheese baguette with a generous smothering of good coldsalted butter, Shabu shabu, A chewy pavlova IN THE CURRENT ISSUE OF MIN MAGAZINE
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