5 Minutes with… Lavinia Francia

Lavinia Francia was a culture sponge from her childhood, when she used to sit poised in front of the television with a VHS at the ready, waiting like a patient fisherman for a great commercial or music video to come along so she could capture it on tape. That’s stood her in good stead for the career she’s ended up building, leading to her current role as creative director at Ogilvy Italy. But it was several years on from the VHS days when she realised she could work in advertising. Her progress towards becoming a librarian suddenly went off the rails. But the world of organising books’ loss is the world of marketing’s gain. In the last year she’s worked on innovative campaigns for clients including Galbani cheese, the UN World Food Programme and Emergency, a humanitarian organisation that helps civilian victims of war and poverty.

LBB’s Alex Reeves caught up with Lavinia to find out more.

LBB> Where did you grow up and what kind of kid were you?

Lavinia> I grew up in Bologna, a small city in the northern part of Italy. It’s a magnificent place where people are warm and friendly, and you can travel through town by scooter or bike. Still, my main mode of transport is a bicycle. I was always a shy and introverted kid: instead of going out to play with friends, I preferred to stay home to read books or write short novels. 

LBB> What do you remember about your early thoughts on advertising? Were you interested from an early age?

Lavinia> I started being interested in advertising when I was very young, around 12 or 13. Just after lunch I used to sit down in front of the TV, with the remote control in my hands, ready to record on a VHS my favourite music videos. Suddenly I found myself more interested in watching and recording TVCs and promo videos. I think those VHS tapes are still there, somewhere. 

LBB> When did you first consider going into advertising as a career?

Lavinia> I actually had other plans for my career. In fact, I always wanted to be a librarian, and that’s where my studies were taking me. During my university years I had to take an internship to complete my studies, and a friend suggested I would joining a small advertising agency, since I loved writing. So I did. I fell in love the first day, and never left advertising since then. 

LBB> What lesson or piece of advice do you wish you'd had earlier in your career?

Lavinia> I had good teachers and mentors along the way, who always offered great pieces of advice. I remember one of my first interviews: the creative director finished watching my portfolio, then looked at me and said: “Remember, this job is not a sprint; it’s a marathon. You don’t have to get there first; You have to keep going.” I’ve always treasured this piece of advice and wish everyone could keep it in mind. 

LBB> When did you start going down the more digital / integrated creative route? What was that experience like?

Lavinia> At the end of the 2000s great projects in digital and integrated started to pop up. It was an exciting time, it was all about experimenting with new technologies and possibilities, figuring out how brands could interact with users through different screens and experiences. That was why I decided to join a digital team, and even though the market has changed through the years, with new technologies and social media joining the arena, I think the spirit should still be the same. I particularly loved, during the years, the challenge of combining the principles of branding and brand purposes with the dynamic nature and complexity of the digital world, and I find it very satisfying having the opportunity to take brands to try new ways to communicate and create new experiences for their clients. 

LBB> You've now been at Ogilvy Italy for almost five years. What attracted you it when you first joined?

Lavinia> I loved Ogilvy since day one. The heritage, the agency culture, the people. A truly international network with a strong soul, where people work together and mix their skills to create something new everyday. A place where inspiration comes from everywhere: advertising, technology, but also art, literature, psychology. 

LBB> And, creatively, how would you define Ogilvy Italy as an agency now in comparison to other Italian or international agencies?

Lavinia> I think Ogilvy is the agency where integration and connection are strongly valued principles. People from different backgrounds work together to create new value and to provide a strong and multi-faceted response to any market or client issue. A constantly evolving organism, redefining the rules of the job, which always manages to stay true to its roots. 

LBB> Which recent projects are you most proud of? 

Lavinia> I am very happy with the latest project for Emergency, ‘Everyone Has a Dream’. A film for digital channels that questions viewers on the inequalities migrants are affected by. It was a real pleasure working on such strong and relevant topics, but also seeing the effort and commitment of all the people involved in making this come true. 

LBB> You've spent about a year working in a cross-WPP EMEA team on FCA’s car brands. How have you found that process? What have you found interesting or learnt from it?

Lavinia> Cross teams are an exciting opportunity to face different methods and benefit from seeing different skills at work around the table (and around countries). Bringing people together always bring surprising results. 

LBB> Which aspects of the creative process are most enjoyable for you?

Lavinia> I still get that chill down my spine whenever I find an idea I’m particularly convinced of. I think never letting that emotion go is what keeps creativity and enthusiasm alive. What I find most exciting these days is trying to imagine how this work, and the brands we work for, can change and evolve in order to stay relevant in the immediate future, looking forward to what comes next. 

LBB> Which creative people do you most admire?

Lavinia> I have a real fascination with all creatives, in any field, who defied the status quo creating new languages or new forms, creating their own rules. I also look up to all those who put love into what they do, whatever that is. This goes for a lot of colleagues in the Ogilvy network, but also artists and musicians. Recently I was very intrigued by Stefan Sagmeister’s ‘The Happy Film’, but I could also cite Bjork or David Byrne. The list is very very long. 

LBB> I heard you're a bit of a muso. What role does music play in your life and what music do you love most?

Lavinia> Ah, music is everything. No, seriously. Music is a big part of my life. It’s my inspiration, my cocoon, my one love. I wish I had any talent in this; I don’t. But I’m a good and avid listener. I grew up to punk rock from the ‘60s and ‘70s thanks to my dad’s turntable and massive collection of vinyls. Listening to them was our special ritual on Sundays. Then I opened up to other genres, especially electronic ones. My iTunes is full of tracks from the Beatles to Bonobo, Arcade Fire, the Slits, Black Heart Procession, M.I.A, LCD Soundsystem and much more. There’s no way I can define my relationship with music without using a quote from James Murphy on ‘Losing my Edge’: “… have you seen my records?”