Innovation Talks. Michael Watras

Mar 19 2018 - 6:00 PM - Bologna Business School - Via degli Scalini 18 - Bologna

The second appointment with the spring edition of the Innovation Talks will host Michael Watras, Chairman and CEO of Straightline and one of the world’s leading experts in strategic branding and corporate communication. The event is organized in collaboration with Philip Morris Italia.


The excellences in the various Made in Italy sectors are numerous and often leaders in their own market niches. How can Italian companies develop their potential to gain further leadership on the international market and establish themselves in the emerging ones? Brand Innovation for Boosting Growth is the title of the Keynote Speech dedicated to the BBS Community, during which Michael Watras will provide his vision on the possible branding trajectories for Made in Italy.


Chairman and CEO of the Straightline consulting firm, founded in 1996, Michael Watras is a world leader in brand strategy.

After graduating from Columbia University he became an analyst at Booz Allen, until after a trip to Tokyo, struck by the omnipresence of the Sony brand, he founded CGI, specialized in corporate communication and investor relations, with offices in New York, Los Angeles, London and Hong Kong and clients likes British Airways, Pfizer, JP Morgan, Chase, Swire Group, Prudential, Tesco, and Sara Lee.

Watras is now considered a brand guru, defined “Mr corporate identity” behind which lie the strategies and rebranding of many companies: from Heinz (where he advised to affix the logo even in the controlled brands) to Walgreens (Boots), from the creation of T-Mobile (to bring together the Deutsche Telekom brands) to Chrysler. Friend and mentor of thousands of top managers, some of the most important in the world.

During almost forty years of activity, Watras and his team have built and re-launched the brands of thousands of companies, in every continent and i every sector, working exclusively with top managers and collaborating with thousands of managing directors at the top of leading brands.


The event, dedicated to the BBS Community, will be held in English with simultaneous translation in Italian. In order to participate it is necessary to register at




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