Is Italy About to ‘Bungee Jump’ Into the Most Creative Period in Its Advertising History?

Today sees global advertising and design awards show The One Show release their second instalment of ‘Creativity Cheat Sheet’. In a series of five country profiles, The One Show has connected with some of the most impressive creative agencies across the world to provide an invaluable insight into the power-countries that are reshaping the landscape of advertising and design. 

With the world’s most impressive advertising and design being entered into The One Show every year, the team that lead the non-profit organisation (The One Club for Creativity) has a keen eye when it comes to what’s hot. 

“Italy has been known for centuries as a leader in creative design and application, from fashion and automotive, to architecture and food. Advertising in Italy is now no exception. Having made it through financial crises in recent years, Italy is on the very cusp of a creative boom. Like any market that has suffered financially throughout history, there follows perhaps the most interesting creative period in decades. Simple and resourceful creative ideas pack a punch globally and we’re going to see more and more of them coming out of Italy over the coming years,” says The One Show CEO, Kevin Swanepoel.

Don’t just take their word for it. The One Show has opened up discussions with Italian agencies to get a true insight into the strength Italy has to offer on a global level. FCB Milan ECD, Fabio Teodori, Saatchi & Saatchi Italy ECD, Agostino Toscana, Leo Burnett Italy ECD, Alessandro Antonini, Publicis Milan ECD, Marco Venturelli, and DUDE Creative Director, Livio Basoli, talk courage, cultural gifts, the ultimate dilemmas...

The One Show> In one line, how would you describe your local market?

Fabio Teodori, Executive Creative Director, FCB Milan > Our local market is in a beta condition. It is trying to escape from crisis but is still building up courage to cast anchor from an unexpressed political situation.

Agostino Toscana Executive Creative Director, Saatchi & Saatchi Italy > Very competitive and rather conservative - with a bit more courage it would have the perfect environment for a revolution.

Alessandro Antonini, Executive Creative Director, Leo Burnett Italy > Like a hesitant bungee jumper.

Marco Venturelli, Executive Creative Director, Publicis Milan> The Italian advertising panorama is slightly depressed, but I hope it will get better soon!

Livio Basoli, Creative Director, DUDE> The lonesome crowded west. 

The One Show> Why should all eyes be on Italy right now?

Fabio Teodori> We are famous at doing our best during hard moments and creativity will be the catalyst to build a new era. Italy has always been the country of excellence in many creative fields as fashion, design, cinema, food and advertising too. We have an inner cultural creative gift that is waiting to be rediscovered.

Agostino Toscana> Because we Italians are specialists in overcoming hurdles with a spark of creativity!

Alessandro Antonini> In the past 20 years or so the UK and US have ceased being the markets that dominate the global advertising scene exclusively. Since then, new regions and countries have come in to the limelight. I can’t say Italy was a trailblazer but the idea of a non-UK or US agency taking leadership is no longer a taboo, and the creative potential here is huge. Leo Burnett Italy itself is global hub for FCA and many other brands. For us, the challenge is to combine the complexity of global communication management with sharp and inspiring creativity.

Marco Venturelli> Because, for the first time there is an international creative hub (Publicis Italy) for a real international creative client (Heineken Global). And it was a reason good enough for me to leave Paris and come back to Italy!

Livio Basoli> Because the overarching contradictions that are in our country's DNA are starting to collide, shift and explode. That's the most exciting time to be a creative, an advertiser, a content creator and Italy is ready to deliver very unique and brave work.

The One Show> What creative work are you most proud of?

Fabio Teodori> My favourite piece of work here at FCB is ‘The Ownboard Magazine’ for TAM airlines.

Agostino Toscana> Fixodent ‘Saving Aslan’. 

Alessandro Antonini> One of the main challenges of being a global creative hub is to create assets that work in different markets. The Fiat 500 ‘Yacht’, apart from winning a Cannes Lion and several other awards, proved to be as successful in the US as it was in Europe.

Marco Venturelli> Heineken ‘The Dilemma’ and ‘Jackie Stewart’.

Livio Basoli> As much as we love working with big brands on large campaigns, it's an NGO project that we shipped in July 2016 that holds a special place in our heart. Something thought and crafted with love and recklessness, with the objective of finding a new narrative for one of the oldest stories in the advertising world.

The One Show> Who would you say are the hottest up and coming creatives in your region?

Fabio Teodori> I hope to see some of our interns becoming the next advertising gurus. Advertising (and its future) is for those who have the hunger to grow and to build something that has never been seen. I always try to involve young talent in the creative process. They have fresh blood to sacrifice for you and the industry. The Ownboard Magazine campaign, that won in Cannes, was made by a team where the art director was an intern. Shouldn’t we call him a guru already?

Agostino Toscana> Our copywriter, Alice Scornajenghi, is one to watch out for!

Alessandro Antonini> It is difficult to pick individuals. The feats of young creatives are more the product of healthy agency culture that gives them the tools to perform, rather than the result of individual talent. The proof is that invariably when young creatives move to agencies which don’t have that kind of culture they disappear from the radar. That’s because as a young creative you can’t change the creative quality of an agency until you are able to play with your own rules. For some that meant starting their own agency. And at that point you are not up and coming any more but a well-established creative.

Marco Venturelli> I don’t have enough space to mention them all! 

Livio Basoli> There is some outstanding work being created in Italy right now - in all sectors. Artists like biancoshock, musicians like Iosonouncane, and designers like NERDO are all pushing the boundaries of their language. We have amazing young directors, like Davide Gentile or To Guys, delivering international-level work. It's just great.

Davide Gentile - Food For Thought Trailer 

The One Show> Apart from your own work, what was your favourite piece of creative work in Italy over the past year?

Fabio Teodori> I loved ‘Welcome to Bulambuli Valley’.

Agostino Toscana> Heineken ‘The Dilemma’.

Alessandro Antonini> Heineken ‘The Dilemma’ is a particularly good one. Again, the story is set in Italy but the emotional dynamics it involves are universal and resonated well abroad too.

Marco Venturelli> Rockin’ 1000’s call to Foo Fighters to come and play in Cesena is probably the brightest idea came to come out of Italy in a long time!

Livio Basoli> I'd go for BCube's fresh and awesome work on Subito.it or Ceres.