Antonio Lucio: Power List 2015

CMO, HP Inc.

2015 rank: 11
2014 rank: NA

By Dave Senay, president and CEO, FleishmanHillard

In April, Antonio Lucio was appointed CMO of HP Inc., the company that will comprise HP’s personal systems and printing businesses when Hewlett-Packard separates into two new publicly traded Fortune 50 companies, the other being Hewlett-Packard Enterprise.

Lucio will join the organization’s leadership team to help drive sales and burnish a brand that promises innovations that empower people to create, interact, and inspire.

Given Lucio’s previous post, eight years at Visa – where I worked with him closely – most recently serving as its chief brand officer, HP Inc. is bringing on someone who thrives on the global stage, marketing at scale, and is completely at home with an ambitious mobile, digital, and integrated marketing agenda.

In the last year alone, he launched a global campaign and announced a slew of innovations, partnerships, and sponsorship activations with the Olympics, FIFA World Cup, and National Football League – with the majority of spend on social and digital media.

In doing so, Lucio tapped into a feature-rich narrative transcending the transactional and breaking new ground by connecting with all stakeholders on an emotional level. He knows how to build brands by hyper-targeting the right people with the right message at the right time, through the right channels.

It’s no surprise he is relentlessly focused on digital and social, fueling his insights engine with an ever-more sophisticated stream of analytics. In this age of "reformation" of communications and marketing, few have so completely embraced the new brand-building possibilities.

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