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Massimo Redaelli is the founder of PRIMA Management & Entertainment, a branded entertainment company that advises clients on how to best connect with consumers through fashion, entertainment, art & design by providing tailored solutions and creating unique experiences across strategic positioning, celebrity procurement, events and media. Recent clients and properties include Google, Liveperson, Starbucks, Singapore Airlines, Clarins/Mugler, Guerlain, Bulgari, Armani, Margiela, H&M, BMW, Audi, LG, Swatch, NBA, Ducati etc. Massimo has formerly worked at IMG (Senior VP, Head of Fashion, 2000/2008), developing iconic brands (Gisele Bündchen, Naomi Campbell & Heidi Klum); Events (Berlin, Mumbai, Moscow and Istanbul Fashion Weeks as well as Fashion Fringe and Style Awards) and strategy for American Express, Jaguar, LVMH/Sephora. He strongly believes a multicultural and multidisciplinary approach is the key for innovation, and values intuitive and instinctive thinking as much as analytical reasoning.