Entropy Gradient Reversals


(Re)Introducing Giancarlo Livraghi

Way back when EGR first began, we published a contributed article called The Power of Stupidity -- and it's still sitting quietly in our back issues along with the original announcement of EGR Press. At the time, its author wasn't too keen on saying much about himself, but after hassling him unmercifully for well over a year, RageBoy® finally hit paydirt. Here then, as a fitting preamble to "The Power of Stupidity, Part II" and in his own words, are some salient autobiographical details, which we believe that you, Our Valued Subscribers, may find of no small interest. We assure you again (as in June of 1996) that Giancarlo is quite a real person, and not a figment of our fevered imagination.

Giancarlo Livraghi has a degree in philosophy from Milan University. He is basically a writer. Early in his career he became a copywriter in advertising; much to his surprise, he was promoted into "management," as what they now call a "creative director" - and then more. In 1966 he was appointed CEO of McCann-Erickson in Milan, which five years later became the largest advertising agency in Italy. He was chairman of the European new business committee and head of Southern Europe (happily nicknamed the "garlic belt").

In 1975 he was moved to New York as executive vp of McCann-Erickson International.

He returned to Italy in 1980 as the majority partner of Livraghi, Ogilvy & Mather, then a small agency that grew thirtyfold in the following years. He left the agency business in 1993 and is now predominantly concentrating on the cultural and human implications of electronic communication.

His main interest is not the commercial use of the net, though (somewhat to his dismay) he finds that it's easier to get published (and paid) when writing from that angle. He owns the gandalf.it domain but it's empty because he has not yet figured out how to set up its homepage or organize content. He is a militant advocate of net freedom; was one of the founders, and the first chairman, of ALCEI - Electronic Frontiers Italy.

Over the years he has published many articles and essays on communication and marketing. His recent work includes Il Nuovo Libro della Pubblicità written jointly with Luis Bassat, published by Il Sole 24 Ore in June, 1997; the book is about marketing communication in general but contains a large section (122 pages) about "new media" and the internet. For the same publisher he wrote Portolano Italiano, an addendum to the Italian edition of Brendan Kehoe's Zen and the Art of the Internet (March 1996). He writes a