Ex-Tonic Chief Heads for Red Cell in Italy

NEW YORK WPP Group’s Red Cell has named Alberto De Martini CEO of its office in Milan, Italy, the agency said.

De Martini, 49, who is best known for having founded the agency Tonic in the 1980s, was most recently CEO of De Martini & C. Tonic was an acclaimed creative shop that developed campaigns for Vespa/Piaggio and Black & White. It was renamed Ata Tonic before morphing into De Martini & C, in which Havas has a controlling interest through its Arnold network.

He joins Red Cell in early November and replaces Mauro Toscani, who has left the agency. Red Cell Italy’s creative directors are Pino Rozzi and Roberto Battaglia. Its clients include Alfa Romeo, Gruppo Campari, Sky and Tele+.

De Martini reports to Red Cell Europe CEO Amanda Walsh, who is based in London. She said in a statement, “Alberto’s appointment is a coup for Red Cell. The strength of this network lies in the individual, local agencies, all of [which] are defined by their creativity. Alberto’s skills perfectly complement the already well known talent of Pino and Roberto and we have high hopes that this team will take Red Cell in Italy to the next stage of its development.”

De Martini said in a statement, “I am excited to join Red Cell and its ambitious mission to become one of the most brilliant brands in our industry.”