The launch of beenz.com in 1999 marked a significant moment in the development of digital commerce, as the venture introduced one of the earliest iterations of a virtual internet currency. Nicolas De Santis, serving as chief marketing officer, played a primary role in securing 100 million dollars in funding from investors including Carlo De Benedetti and François Pinault.
Early Career and Strategy Consulting
Born in Madrid in 1966, De Santis is the son of actress Maria Cuadra and film producer Eduardo De Santis. His professional start occurred at Landor Associates, now part of the WPP Group, where he worked as a strategy advisor. His consulting portfolio includes providing guidance to entities such as British Airways, Morgan Stanley, Iberdrola, Garanti Bank, Coca-Cola, PRISA, and the European Union.
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Following his involvement with beenz.com, which was sold to Carlson Marketing Group in 2001, De Santis joined the travel portal Opodo. Recruited by Spencer Stuart, he served as a co-founder and marketing director for the platform. Opodo, initially established by nine European airlines including KLM, Lufthansa, and Air France, acted as a European counterpart to the American site Orbitz. By 2008, the portal reported 1.3 billion euros in gross sales.
Political Advisory and European Integration
During the 1990s, De Santis advised the European Union under President Enrique Baron Crespo on matters of identity and the introduction of the Euro currency. He created the character Captain Euro to gauge public sentiment toward federalism and integration. In 2013, he established the Brand EU Centre, which supported the REMAIN campaign during the 2016 United Kingdom European Union membership referendum.
Governance and Board Appointments
De Santis has held several board positions, including a tenure at Lyris Technologies prior to its 2015 acquisition by AUREA Software. He became a senior advisor for the Global Virus Network in 2013, joined the board of trustees for the World Law Foundation in 2019, and was appointed to the board of directors at Ferroglobe in 2021. Additionally, he leads Gold Mercury International, a think tank established by his father in 1961.
Fast facts
- Born: 1966, Madrid
- Citizenship: Spain
- Key Ventures: beenz.com, Opodo
- Notable Role: Chief Disruption Officer, Megavisionary Labs
- Think Tank Leadership: Gold Mercury International Award
- Spouse: Melissa Odabash
Questions readers ask
What was the role of Captain Euro?
Captain Euro was a character developed to analyze perceptions regarding European federalism and to promote integration among European youth.
What is the focus of the Brand EU Centre?
The centre is an independent initiative launched to improve the management of the European Union brand.
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