Paolo Iabichino has been working in advertising since 1990, and he invented and defined the concept of Invertising – on which he also wrote a book, published in 2010 – to interact through a renewed advertising message.
He teaches in several universities, writes for Wired Italy and Vita No Profit, and holds courses and seminars on the changes that are hitting the world of communication.
In 2014, he published Existential Marketing. Consumers buy, individuals choose.
On July 2017 he also published Scripta Volant – a new alphabet to write (and read) today’s advertisement.
During the period 2018-2020, he has been chosen by Scuola Holden to become teacher of the Digital College, devoted to transmedia storytelling.
In 2018, he was awarded the prize Emanuele Pirella, with which he has been named Communicator of the year by the University of Modena and Reggio Emilia.
In the same year, the communication journal NC named him Creative Officer of the year during the NC Awards.