Rocco has been pioneering in earned media for more than 15 years. He introduced viral seeding and influencer marketing in the Netherlands and founded and co-owned influencer marketing agency First, working on hundreds of brand campaigns. As media director, Rocco sets out the overall media strategy to gain maximum visibility and impact. He coordinates involved specialists, like media-, PR-, social- and influencer agencies, and makes sure they are empowered in their expertise. And most important, that it all adds up in the media mix.