Luca Buonamici
Pack Talks
Partner and Strategy Director
Auge Strategy

Luca Buonamici, aged 33, began his academic journey with a degree in Economics from the Università Cattolica and later pursued a Master's in Marketing & Communication at Bocconi University where he now teaches a course in Advertising. In his early career, Luca honed his skills in marketing, budgeting and forecasting while working in the distribution sector. After two years he transitioned to advertising at the Armando Testa Group. Starting as a digital strategist, he focused on trend research and the creation of campaign ecosystems for various Italian and international clients, eventually specializing in brand strategy and brand equity development.

At 31, driven by a desire to help companies navigate an increasingly uncertain and competitive market, Luca founded AUGE Strategy, a strategic consultancy within the AUGE group specialized in trend monitoring, brand positioning, and communication planning, aiming to build iconic, sharp, and culturally relevant brands. Luca believes strongly in the collaboration between agency and client: AUGE Strategy is a sparring partner and an extension of clients’ marketing team merging analytical rigor with creative insight, in order to shape branding and communication strategies.

Event Introduction
Pack Talks
 · 06/26 (Day 2)
From Appealing to Branding
4.2H - Hall B1
Igniting the Wheel of Growth: Harnessing Global Wisdom
Push Creative Boundaries! Pentawards Diamond Award Winner Reveals How to Reinvent Classic Delicacy Brands

In a short span of five years, Auge Design, an Italian design agency, achieved the remarkable feat of winning the prestigious Pentawards Diamond Award twice! When Auge was founded seven years ago, Creative Partner Davide Mosconi, primarily serving fashion and art brands, had never designed packaging before. Yet, he boldly accepted the challenging goal set by founder Giorgio Natale to become "Italy's premier packaging design agency."

"Why not?" he said.

Auge embarked on a journey of bold innovation, exploring the artistic sensibility of consumer product packaging design, and creating enduring brands of deliciousness. In 2023, Auge revitalized the brand and packaging of two global classics under the Bahlsen Group, "Pick Up" and "Leibniz," earning numerous international accolades.

Link to agenda