P E C O R I N O
ABOUT US
Pecorino is all about 21st century marketing – strategy, brands, martech & agencies.
Welcome to Pecorino – where we breathe life into brands and craft the narrative of 21st-century marketing. Marrying strategy with cutting-edge technology, we craft a journey that positions brands as leaders & builds quickly from awareness to conversion. Our legacy? Pioneering startups and steering global brands to international acclaim.
With a collective of seasoned professionals, Pecorino thrives on a camaraderie that’s steeped in decades of hands-on experience. Our bond might reminisce of old friendships, but our methodology is strictly business – we strategise and then we operate.
We champion transparency, welcome open dialogues and revel in the complexity of modern marketing challenges. PECORINO is young but our ethos of collaboration has already woven a dense network of partners and allies.
Embark on your marketing voyage with Pecorino. Our aim? To elevate your brand to cultural icon status. We know how to navigate the shifting sands of ‘new media’ with its fragmented and ever-evolving landscape.
Our roster of associates boasts industry luminaries whose esteemed affiliations vouch for the exceptional caliber that PECORINO will deploy.
P E C O R I N O
Services
At Pecorino, we offer a range of services to help brands grow and succeed in the 21st century. We combine strategy, technology, and creativity to craft a journey that positions brands as leaders and build quickly from awareness to conversion. We are experts at:
We help brands define their vision, mission, positioning and differentiation; helping brands craft their narrative & uncovering their purpose.
Pecorino helps brands measure & improve environmental, social & governance (ESG) impact, creating value for all stakeholders & helping brands adopt and activate responsible commitments.We work with brands across all sectors to meet the needs & expectations of 21st century consumers. We make sustainability a growth driver & help brands create a culture of learning and innovation.
We help brands leverage the latest technology and tools to enhance marketing capabilities & performance. We also help brands integrate and optimize their MarTech stack, ensuring data quality, security and compliance.
We help brands find and collaborate with the best agencies. & evaluate their agency relationships, ensuring transparency, accountability and efficiency.
We foster a culture of innovation and creativity, encouraging experimentation and learning. We are pioneering AI-powered business intelligence to give bands the ability to identify & execute new product development & innovation opportunities with laser sharp insights, market trends, competitive analysis.
We help brands navigate the uber-fragmentation of social media, creating targeted content & maximizing the potential of social commerce.
FOUNDER
IAN MASKELL
Ian started out with a PhD in Nutritional Biochemistry (Newcastle University), joining Mars Petcare as a Nutritionist. In 1996 he moved to China to launch Mars Petcare in the world’s largest market, becoming CMO for Mars China. In 2006 Ian joined Unilever China to run Ice Cream in North Asia, moved to Rome (2009) & Global Ice Cream CMO in 2014.
On this journey Ian worked closely with Governments, Veterinary Professionals, global Agencies and led world leading Brands (M&M’s; Snickers; Dove; Pedigree; Whiskas; Dolmio; Uncle Bens; Ben & Jerry’s; Magnum; Cornetto; Walls).
NPD & Innovation were central to Mars & Unilever responsibilities. With focus on responsible business, brand purpose and food.
IAN'S TOP TEN FIRSTS
Mars share of China chocolate market reached 49% in 2016; Ian pioneered Dove; M&M’s & Snickers in China, positioning these global icons to win in China.
In the 90’s owning pets was difficult in China Ian lobbied the Chinese government on the societal benefits of pets and introduced PEDIGREE & WHISKAS into China, now a very large business.
Cornetto ‘flip the lid’, 2007 was the first ‘integrated digital marketing’ campaign in China.
Super Girl (China TV series) – pioneered by M&M’s in 2003
Putting Social Purpose at the heart of the worlds largest Ice Cream business.
What makes you happy
Watch here
Manifesto
Watch here
Opinon Leaders: Sachs/Layard/Jope
Watch here
Social Purpose and Digital innovation were central to Ians philosophy when building Unilever Ice Creams.
Ian is passionate about responsible marketing of food – especially to kids.
Wall’s “Red & White” cabinet is a powerful global icon – Ian resisted the pressure to ‘change it’ because it works so well!
BUT Ian did drive the sustainability agenda with 70% more efficient cabinets:
Ian has a PhD in Nutritional Biochemistry & diabetic dogs benefitted when he worked in R&D for Mars Petcare!
Read more
WHAT IAN IS WRITING ABOUT
P E C O R I N O Associates
NIGEL BAGLEY
With 30+ years of global consumer goods experience, Nigel drives value creation through innovative sales, technology, and sustainability programs. He helps companies leverage ESG assets for growth.
JANICE VICKERS
With 25+ years of global marketing expertise, Janice excels in strategy, digital transformation, and change management. She uses spiritual practices to drive profound business shifts, aligning soul and strategy.
FEDE GIESENOW
A business leader and CEO, Fede is the Managing Partner at YOPLABS. Passionate about technology-driven transformation, he drives innovation for leading companies and mentors startups.
ALAIN GROENENDAAL
Alain has an extensive career in account management and integrated planning. With experience at Accenture, Grey, and Leo Burnett, he partners with leading companies globally.
MATTHEW CORBIN
A leader in media digitization, Matthew connects products to market needs. His expertise in advertising and business development drives outstanding growth for top marketers and agencies.
FIONA KEY
A Nutritionist & Dietitian with a PhD in Microbiome studies. Fiona consults for the food industry, has a diploma in Personalised Nutrition, and has clinical & community experience. She speaks Mandarin and Italian, and is a trained chef.
FATIMA AVIERO
Former GM, Ice Cream, Unilever Portugal. Fatima is a pioneer of impulse execution, under her leadership OLA become the most recognised & most loved brand in Portugal. Fatima is a passionate advocate for women’s economic advancement, working with the host Committee for the 2021 Global Summit of Women.
CLIENTS & PARTNERS
Pecorino is working with & advising a diverse range of international clients.
