The NOW Gen

About Our Hosts

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.


Proud mother of 4, outdoor lover, and innate leader, Mariana Scuderi is the COO of 121. After graduating in marketing, communications, and advertising in Argentina, Mariana’s unique abilities to solve client’s briefs, opened her the doors for an undeniable stellar career for nearly 3 decades and allowed her to work alongside huge brands such as Reckitt, Discovery Channel, Nextel, Walmart Mexico, among others. Her strong belief in reaching greatness through discipline, and effectiveness had made her the strong woman that she is today and an inspiration for many in the industry.

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