The NOW Gen

About Our Host

The NOW Generation wants SPEED, they need things to happen NOW.
Experience how brand professionals have successfully exceeded the expectations of this fast changing market.


CEO of 121, a branding powerhouse with offices in the United States, Europe, and Mexico, and with a portfolio of award-winning work, Ico, as we know him, has broken the rules, and brought his company’s disruptive Speed Philosophy to the global stage, making 121, the fastest speed partner for Fortune 500 companies, such as Reckitt, Audible, Coty, to name a few, for more than 18 years in a row.

Today Ico is taking things further with his newest project, The Now Gen Podcast, a podcast made to provide access to everything he has learned, and still learning in this 20+ years of expertise.

In each episode, Ico, next to the industry’s top brand managers, marketers, creatives, and entrepreneurs, will share valuable insights, knowledge, strategies, success stories, and inspiration, for new, and existing brands out there that want to stay on top of their game.

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