Welcome to Ambidextrous Marketing
Etymology: Late Latin ambidexter, from Latin ambi- + dexter right-hand
- using both hands with equal ease
- unusually skillful
- characterized by duplicity
Ambidextrous Marketing is excellence, that nurtures on the paradoxical duality between creativity and rationality. Marketers need not to choose between one or the other. A sound business model is at the core of value creation. Creativity is key to intrigue, attract and retain consumer and customers. Creativity sparking from original ideas and robust judgment are necessary to build long-lasting, relevant brands. At the center of Ambidextrous Marketing is the understanding of what your brand stands for, what – as a company - you are good at, and how you can build it and exploit it. Involving consumers at an early stage is critical, to develop innovative concepts and route-to-markets.
Innovation in a nutshell
Ambidextrous Marketing, innovation driven, growth centered. Let’s talk!
About Filiberto Amati
Filiberto Amati has been working as a consultant in marketing and innovation since 2003. He has a very balanced right-/left-brain approach to helping clients. This implies that Filiberto is fully "ambidextrous". He is currently based in Amsterdam, The Netherlands, and prior to that has lived in Spain, UK, Belgium and Italy. In 2003 Filiberto earned his MBA at IESE in Barcelona. Prior to business school, Filiberto spent almost five years at Procter & Gamble, both in Italy and at P&G’s European Headquarters in Brussels.