Guido Mercati | AD SME
Mentor / Co-founder and CEO - PROTe-IN

Father of two, environmentalist since his childhood in the Tuscan countryside, Master graduate in Textual Semiotics on Metaverse and Hypermedial landscapes at the court of Prof. Umberto Eco, Guido is a global nomad and a permanent learner with almost twenty years of multichannel strategy experience across the broader EMEA and APAC regions.


Former Head of Strategy and Innovation Lead in Milano, London and Dubai at regional and global businesses, his expertise spans every industry, with over 100 new business wins and radical contributions to the growth and transformation of tens of Fortune500s and leading companies.


Whether in his leadership posts at Accenture, Publicis or WPP or as a Lecturer and Advisor at Congresses, Universities and Executive Boards, Guido helps innovative brands to benefit from the social enterprise era through connected experiences and purpose-driven business strategy and marketing.


Today, Guido is Co-founder and CEO of PROTe-IN, devoted to fast track the alternative protein industry from processed food to progress food via carbon2product microbial fermentation technology, while supporting as a strategy, innovation and digitalisation non-executive director (NED) and Board Member across various innovative impact-driven ventures in the EMEA, LATAM and APAC regions.


As a member of Top Tier Impact (TTI), Guido's efforts are focused on re-purposing open innovation towards a sustainable triple bottom line, instigating change in industry bodies contributing with seminars, keynotes or roundtables.

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