Elio Leoni Sceti

Urban legend has it, the first word Elio spoke as an infant was “brand”.Though in fairness, it sounds remarkably similar to “mamma” in his native Italian.

Elio is a brand revolutionary through and through. He played a central part in growing Reckitt-Benckiser from sleepy German lap-dog to growling $40bn global brand challenger wolfdog. He has worked across 25 product categories, which his mum duly notes is more than he has fingers and toes. Elio leads the Craftory.