Lorenzo founded insight and brand strategy consultancy Manifesto in 2015. The new company has undertaken extensive brand consulting work with Treasury Wine Estates, ANZ, Schweppes, RACV and Austin Health. Prior to Manifesto Lorenzo was Managing Director of DDB Melbourne. During his time as Managing Director the agency created outstanding and award winning creative work while growing profitability by over thirty percent.
Since 2000, Lorenzo has worked as a brand strategist for advertising agencies here in Australia, the UK and USA. He was Brand Strategy Director for Goodby, Silverstein and Partners in San Francisco where he was responsible for global brand and communication strategy for Hewlett Packard's personal computer division. He also worked for seven years in London at DDB and as Head of Planning for Lowe Worldwide. He was responsible for brands including Volkswagen, John Lewis, Stella Artois, Beck's and a number of Unilever brands.
Lorenzo started his career with Accenture in 1993 in the strategy consulting division where he worked for eight years. He is a current member of the Board of Directors of Berry Street.
Lorenzo recently published a paper in the Journal of Brand Strategy entitled "The Battle For Influence: Brand Building in the Digital Age" in collaboration with Mike Ewing, Pro-Chancellor of Business and Law at Deakin University.