Lorenzo Spadoni works at Ogilvy Barcelona, where he integrates creativity and technology to innovate advertising ideas and executions. His work has been widely recognised, earning him several industry awards including D&AD, One Show and Cannes Lions. Since joining the team in 2022, he has drawn on his two decades of experience across agencies in the UK, Italy, Australia, and Finland, to develop a pragmatic, hands-on approach aimed at making ideas real. His leadership in incorporating artificial intelligence into practical applications has not only modernised traditional business models but has also positioned him as a trusted voice in the industry – he has been a spokesperson at several events, teaching professionals how to integrate AI to enhance efficiency. Outside of his core responsibilities, Lorenzo remains deeply engaged with evolving technology trends, continuously refining his skills and inspiring others in the field.