Marcelo Albagli

portfolio | linkedin

Service designer, entrepreneur, and creative strategist with vast experience in digital media. Industries: advertising, PR, sporting events, TV, startups, health, and telco. Master in Service Design Innovation from the University of Arts London. Passionate about service digitalisation, social innovation, and creativity.

Skills and expertises

Selected professional experience

Currently | Independent practice / design consultancy
Digital strategy and website development

Rede D’Or (Rio de Janeiro, BR): The largest hospital network in Latin America (mobile apps, responsive website, and service digitalisation).

2017 - 2018 | OI Móvel S.A.
Digital transformation senior executive

Social listening, digital assets governance, campaign management (email, sms, and push), media optimisation, social media automation (AI), SEO / ASO, content strategy, and data visualisation.

Main responsibilities

- Oracle Digital Marketing Suite business project leader
- SEO project leader (target 50% organic traffic growth YoY)
- Digital media optimisation (Google Ads)
- Inbound marketing and content strategy

2016 | Independent practice / consultancy
Digital strategy for the Olympic and Paralympic Games

International Olympic Committee (Lausanne, CH): workshops in Japan and South Korea on Olympic Games digital communications strategy and product development (mobile apps and responsive website).

2013 - 2016 | Rio 2016 Olympic and Paralympic Organising Committee
Digital communications interim manager / coordinator

Concept and development of the official digital properties for the Olympic and Paralympic Games. Main responsibilities: market research, creative brief, digital communications plan, budget management (GBP 6M), management of partners relationships (Getty Images, Google, and Bing), wireframes review, usability tests approval, management of external consultants, SEO strategy validation, UX / UI approval, agencies management (Microsoft and Dentsu Isobar in Brazil, and Samsung and Vinyl-X in South Korea), project reporting (IOC in Switzerland), brainstorming facilitation, CMS training, and project coordination with internal departments and the Executive Board.


- Web traffic increase to 54M users during the Games in one month;
- Mobile app developed in 7 languages for Android, iOS and Windows reached 130M sessions and 1.26B screen views;
- All Olympic venues available on Google Maps for the first time in history;
- Full integration with Getty Images API and CMS for real-time updates;
- Torch relay hotsite, Games Time website, and mobile app development;
- 100K+ URLs optimised for search engines (SEO) in 4 languages.

1997 – 2011 | Canvas Webhouse (startup agency)
Founder and creative strategist

Creative strategist and project leader for over 300 digital media campaigns and websites for companies in Brazil, Europe, the US, and LATAM. Corporate training on social media and digital communications for diverse clients.

Education and selected courses

2012 | London College of Communication / University of Arts London
Master of Design in Service Design Innovation w/ Honors (London, UK)

1996 | Det Frie Gymnasium
Frie Uddannelse (Copenhagen, DK)

1995 | Holbæk Kunsthøjskolen
Fine Arts (Holbæk, DK)

1993 - 1994 | Københavns Mediecenter
Video and film production (Copenhagen, DK)

1994 | Københavns Universitet
Film history (Copenhagen, DK)

1985 - 1987 | Escola de Artes Visuais do Parque Lage
Fine Arts (Rio de Janeiro, BR)

Publications and academic references

London College of Communication, masters thesis
The business of innovation: co-designing creativity in an entertainment company’s communications department ➔ click here

Swedish Design Research Journal, referenced
Embodying, enacting and entangling design: a phenomenological view to co-designing services ➔ click here

Selected presentations

London College of Communication
Digital media & service design at Rio 2016 Olympic Games (UK, 2016) ➔ click here

Brazilian Institute of Information in Science and Technology
Design thinking and social innovation (BR, 2013) ➔ click here

Feira do Empreendedor SEBRAE
What’s coming next: trends in social media (BR, 2010) ➔ click here


Native Brazilian Portuguese, English full professional proficiency (Academic IELTS 8/9), Danish and Spanish working proficiency. Currently learning Italian.

International events

Talks and corporate workshops
London College of Communication (London 2016), Tokyo 2020 Organising Committee (Tokyo 2016), Pyeongchang 2018 Organising Committee (Seoul 2016), PUC-Rio (Rio 2016), Brazilian Institute of Information Science and Technology (Rio 2013), Globo Television Network (Rio 2011), Approach Comunicação (Rio 2009 and São Paulo 2010), EDTED (Rio 2011, 2010 and 2006, and São Paulo 2011), Web Expo Forum (São Paulo 2010)

Media coverage
Web 2.0 Expo (San Francisco 2011 and 2010, and New York 2011 and 2009), The Next Web (Amsterdam 2011), Internet IAB Mixx (New York 2011), Gov 2.0 Expo (Washington D.C. 2010)

Interaction Latin America (Rio 2018), Service Design and Innovation Conference (Lancaster University 2014)

Brainstorming facilitation
Geovation Challenge Camp (Cardiff and Southampton 2012), Sports England (London 2012)

Member of the jury
M&M Online / Microsoft MSN Awards (São Paulo 2004), The Best From Rio Creative Club (Rio 2009 to 2011)

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