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MMS Chicago: The Now Economy
July 25th, 2017
Chicago, IL
20171101
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Malena Cutuli

Malena Cutuli

Global Head Integrated Brand Communications & Capability - Shell

Malena’s responsibilities at Shell include the corporate #makethefuture global brand campaign and ensuring cross group Brand communications excellence. She launched #makethefuture globally in September 2014 with the unveiling of the world’s first player powered football in Morro da Mineira, Rio de Janeiro Malena has oversight on the strategy and delivery of #makethefuture, which illustrates how Shell develops and supports bright energy ideas that power human progress in communities.

The #makethefuture Morro da Mineira project was recognized with a Cannes Lion in 2015 and also received the International Creativity Award at the Media & Marketing (M&M) Global Awards 2015. Shell was also won International Advertiser of the Year at the M&M Global Awards. In 2015, following the success of the Morro da Minerira pitch, Malena launched the second kinetic pitch at the Federal College of Education, Lagos Nigeria working with music superstar Akon to launch a music video featuring the pitch to bring recognition to the brand. The ‘Tell me we’re ok’ video gained over 35 million views across Facebook and YouTube and Advertising Age ranked the Akon video as the 9th most shared viral video in the US.

Malena has ensured that in 2016 the #makethefuture campaign has continued to gain momentum and recognition. Malena launched the ‘Best day of my life’ music video which saw 6 music artists (Jennifer Hudson, Pixie Lott, Steve Aoki, Tan WeiWei and Yemi Alade) collaborate in a unique interative music video draw attention to 7 bright energy ideas demonstrating that collaboration is key to achieve more and cleaner energy. The music video continues to perform well with combined YouTube and Facebook views of over 331 million. The launch moment in Santa Marta, Rio (where one if the 7 energy ideas is based) featured a Facebook livestream and secured 150 pieces of global news coverage.

The end of 2016 saw another of the bright ideas featured in the music video have it’s own activation. The GravityLight 50-night roadshow saw Malena continue the #makethefuture campaign with another successful activation. The tour visited 50 locations across Kenya demonstrating how a light powered by gravity could help replace kerosense fueled lamps and improve lives. The tour had Nigerian superstar Yemi Alade visit and daily snackable content saw the continued message of collaboration and celebration of GravityLight as a bright idea.

Originally from Argentina, Malena started her marketing career as a Junior Brand Manager for Quilmes Beer (INBEV). She has experience in both agency (working on accounts like Disney and Nike), and corporate business (marketing at Telefónica, Novartis and Nestlé).

Malena has a degree in Business Administration and a Masters from Harvard in Business Economics. Malena has work and lived in Buenos Aires, Sao Paulo, Bogota, Montevideo, Boston, Miami, Geneva and Zurich.

Malena lives in Switzerland with her husband and twins. She is fond of classical music and is an amateur cook.