Gabriele Cucinella, Stefano Maggi and Ottavio Nava Step Down as EU Co-CEOs to Become EU Co-Chairs

Oct. 14, 2025

Gabriele Cucinella, Stefano Maggi, and Ottavio Nava, who co-founded We Are Social in Milan, Madrid, and Amsterdam are stepping down from their roles as EU Co-CEOs to become EU Co-Chairs. This transition marks the beginning of a new phase for the three co-founders, who will remain involved in the group until 2026, when their journey with the company will officially come to an end.

Since opening We Are Social’s Italian office in 2010, Cucinella, Maggi, and Nava have pioneered a new approach to marketing, driven by the belief that “socially-led” creativity would gradually transform communication and redefine the relationship between brands and people. From that vision, a consistently growing agency took shape, establishing itself as a benchmark for creativity and strategy both in Italy and worldwide. Under their leadership, We Are Social expanded its European footprint with the launch of offices in Madrid and Amsterdam, while further strengthening its established businesses in France, Germany, and Italy.

Over the years, the agency has partnered with leading brands including Barilla, Ferrari, Google, ITA Airways, Lavazza, Netflix, and Pirelli, creating campaigns that have earned recognition both nationally and internationally. Among these, projects for the launch of some of Netflix’s most iconic series, such as Speak like the Patrón for Narcos and the recent summer campaign for the second season of Wednesday, as well as Barilla’s The Rooftop Match with Roger Federer and Lavazza’s Deforestation Field. At the same time, Cucinella, Maggi, and Nava broadened the agency’s service offering with the launch of We Are Social Studios in 2018, focused on creative content production, and the introduction of Hello in 2019, part of the international Plus Company group.

In Italy, day-to-day leadership of We Are Social remains with Chief Operating Officer Francesca Pigna, supported by a consolidated management team: Mirco Bertola and Matteo Piagno leading business, and Mattia Lacchini and Giuseppe Schiavone heading creative direction — ensuring continuity and stability. Hello in Italy continues to be led by Managing Director Sara De Mattia. Cucinella, Maggi, and Nava will remain involved in the group until 2026, when their path with the company will formally close.

Cucinella, Maggi, and Nava said:

“When we launched We Are Social in Italy, we believed that a new creative approach, with ‘social’ at its core, would change the way brands and people communicate. The scale of that change has gone far beyond our expectations. We’ve had the privilege of working with extraordinary brands, growing alongside our people, and positioning the agency among the leading players in the industry. Now it’s time to open a new chapter, focusing on projects we have already started and on future entrepreneurial challenges. We are confident the agency is in strong hands and ready to continue the work we’ve built together over the past 16 years.”

 

Toby Southgate, Global Group CEO of We Are Social said:

"The contribution Gabriele, Stefano, and Ottavio have made over more than 15 years has been fundamental to the growth and international reputation of the We Are Social network. They have opened new paths, built a strong culture, and developed lasting relationships with brands. Their legacy will remain a central part of We Are Social’s identity in the years ahead."