Grazia Usai entered the world of advertising as a copywriter in 1979.
In her career, she has created campaigns and creative formats of great memorability that have contributed to the growth of many brands and products in the Italian and international market.
Her creativity has been recognized by numerous Italian and international awards (Radiofestival, Epica Paris, Cresta Int. Award, Eurobest, Clio Award, Cannes Film Festival, The New York Festival, Spotitalia, Art Directors Club Italia).
After studying Fine Arts in Rome, she made his first advertising campaigns in Ogilvy and Mather, where she edited the Italian adaptation of the "Magic Lanterns" by David Ogilvy.
In Troost Campbell & Ewald, she has collaborated with Sergio Mambelli and Dario Landò, creators of the new Mulino Bianco line, during the first years of its market launch.
From 1980 to 1983, for Publitalia, she was producer and author of a TV program on advertising.
Since 1983, at Young & Rubicam, she has been in charge of the Procter & Gamble brand for three years. Later, in the creative team of Gavino Sanna, she contributed to advertising campaigns of great success in terms of impact and sales, including those for Simmenthal (Thinsemmal), Olio Cuore, Aspirina, Margherita Ariston, Saclà, Barilla
In 1984, she was on internship at Y&R in New York.
Since 1987, she has worked at Mc Cann Erickson, as a copywriter and later as creative director. Here, she developed the campaign of Urrà Saiwa, who became a cult of the youth world of the 1980s (currently more than 1.5 million views on YouTube). She has also created the campaigns of Nescafè, Friskies, Cornetto Algida, Carte D'Or, Viennetta, Buitoni, Martini and many others.
In 2000, her worldwide campaign for Cornetto Algida won the Unilever award for having achieved the most success in terms of impact and sales in the international market.
Since 2001, she has worked as a creative consultant for Mc Cann Erickson, BGS, Grey, Young & Rubicam, In ADV, Publicis, Ted Bates.
In 2004, she founded her own agency, Tyler Italia.
She practices Tai Chi Chuan and is co-founder of the website www.bellavitosi.com, a portal of information and online content aimed at the over-50s.
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