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Niccolo Rigo is digital strategist at Work Club, the London based independent and 2011 Marketing digital agency of the year. With a previous track record in online communication both on agency (R/GA) and client/startup side (INQ Mobile), he is specialised in leveraging the disruptive power of innovative technologies to generate branded viral content and online conversations. Brands he has developed communication strategies for include Google, BBC, Nokia and McLaren F1. Niccolo has been leading the two years long partnership between Work Club and Ballantine's, the whisky brand, helping them shake the category dust off their shoulders and re-launch as an innovation-led brand with campaigns like the "Human API" in 2011 and this year's "tshirtOS".