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Meet RICARDO RAMOS LAZCANO Master Brand Management and Communication IED Milano a.y. 11 12




We are pleased to introduce Ricardo Ramos Lazcano – Master in Brand Management and Communication - graduated at IED Milan in 2012 and now Client Strategy Manager at Barrows Global in NYC.

Q.: do you agree with Elizabeth Gilber’s statement: “We are lucky that inspiration talks to us at all; it’s so much to ask that it also explains itself”?  Where does inspiration come from, according to your feeling? 

A.: I 100% agree with Elizabeth Gilber. Inspiration is forever seeked and rarely found.  On those rare moments when you actually get a visit from your muse you must not overthink but collect all ideas, even those ones out of your comfort zone. Inspiration may come from diverse scenarios; it’s how you train yourself to listen to it that matters. 

Q.: inspiration usually gives birth to stories. If you could give a rate to storytelling, which percentage would you rate the importance of it in our lives? Does storytelling help us to live better?

A.: I’m not sure if it actually helps us live better, but storytelling definitely helps us live more inspired lives. Not just big brands, but any product and project needs to tell a great compelling story to truly resonate with consumers and users. Storytelling certainly is the biggest factor leading us in our buying experience. 

Q.: currently, you are a Client Strategy Manager. What does it mean being a Strategy Manager nowadays? Which are the priorities in your daily work, approaching different markets, countries and people?

A.:  a Client Strategy Manager is a hybrid between an Account Manager and a Brand Strategist. 

My daily task is take care of the clients’ relationship, manage and coordinate each project, and produce the idea externally. Working in a global company means that I’m responsible for national as well as international effective executions. Everyday I get to work directly with the client, the creative, the production and the strategic team.

Q.: why did you decide to come to Italy to further education?

A.: yes Italy, but more precisely I chose Milan - the global capital of design and aesthetic trends. I knew that if I pursued my education immersed within all these moving ideas, I would have had a better understanding of myself.

Q.: did IED teach you something really inedited, you will treasure among all of your studies?

A.: IED prepares you for the ugly reality that is the competitive work space.

 Every class, project and exam is as close as you can get to real life work scenarios. 

Still today, I truly value the learnings I receive from all real-client projects I get to participate in.

Ricardo on the cover of Mexican magazine City Life @afterglowproduction


Q.: if you would be a visiting professor for a marketing lecture, what would you recommend to students: pandering the current mainstream or being one of the pilot flame of a new era? 

A.: new and existing brands are at a stage where constant evolution is a must and consumer's demand for the-next-best-thing is pushing us (as brand and client managers) to constantly innovate. You must become a living-Google, filled with consumer and market insights to answer your clients (never ending growing) questions of this ‘I-want-everything-now’ era.

Being prepared with information is half the battle; you must also define your personal brand as soon as possible.

 Companies don’t hire your title; partnerships don’t start with a CV: who you are as a brand is what matters out there. 

You must sell yourself and create a path for your personal brand to grow. 

Ricardo as lecturer during a special lesson @IED Comunicazione - Milan.


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