Creating Universal Appeal: Federico Fanti's Vision for Advertising
FP7McCann celebrated a landmark year at the Cannes Lions, clinching six Lions awards across major brands and earning 22 shortlists. The agency’s chief creative officer, Federico Fanti, attributes this success to the vibrant in-house culture and a keen focus on elevating fresh voices.
Since joining FP7McCann two years ago as chief creative officer, Federico has been dedicated to cultivating an environment that nurtures young talent while forging robust client relationships. He believes that these elements are crucial to transforming the advertising landscape.
His strategy highlights the importance of cultural integration, a deeper understanding of consumers and clients, and a commitment to creating meaningful, lasting impact.
LBB’s Olivia Atkins sat down with Federico Fanti to delve into the agency’s core priorities, innovative client solutions, and the pursuit of producing work that even his grandma would be proud to see.
LBB> Looking back on the last year, what piece of work are you most proud of?
Federico> We launched a program in February of this year employing unemployed women in Lebanon. ‘Selfless Shelves’ helped female entrepreneurs sell their homemade goods in different Carrefour branches across the country - a direct response to Lebanon’s economic crisis which created a 63% increase in unemployment rates among women. I was so proud of my team - our creative director Bana Salah and art director Nada Selim were intrinsic to its success and it was a real testament to our culture of allowing young talents to present complex work to new audiences. Which isn’t easy.
LBB> At LBB, we always appreciate agencies that elevate and further the career prospects of their young talents. That definitely feels like it’s the case for FP7McCann. Would you agree?
Federico> I often put my team in front of journalists. I’m very aware that without them and their work, I wouldn't be here. The key to creating good work is building a team that shares your vision. My team is very talented but most, importantly, they’re good people. At FP7McCann, we value nurturing a supportive culture, because it enhances the work and makes the process so much more enjoyable. Our projects also reflect our dynamic relationship with our clients.
LBB> Your relationship with your clients does also seem exceptional. How does it work?
Federico> Understanding their business problems is crucial. We approach each job by figuring out the tangible problem to then seek out a creative solution. The more we engage with their insights and data, the better we can solve their issues. Obviously, we have a few close clients, and our relationship with those clients is particularly special. The work we do for them is a reflection of that relationship.
LBB> How do you balance the creative ideas you want to put out versus making campaigns that work for your clients?
Federico> Since joining FP7McCann in 2022, we've balanced creativity with strategic thinking. We work with big brands to create impactful work. About 20% of our work is for NGOs and smaller clients, but we're looking to make real change with major brands in the Middle East. I love adding artistry to branding and collaborating with artists on projects. We aim to solve business problems creatively and make advertising that blends seamlessly with culture, while maintaining strong agency-client relationships. Ideally, we want to make advertising that doesn’t look like advertising. People are tired of advertising and perceive it as disruptive to their daily lives so we’re trying to find new ways to engage audiences while they’re doing something they already enjoy, like during a football game, while they’re listening to a podcast or watching a movie.
LBB> How do you identify the right problem to solve for clients?
Federico> Through research and social listening, it’s all about collaboration. For example, Heinz shared the insight that 38% of ketchup lovers have ketchup accidents but 98% of users will still opt for ketchup. This led to the development of our ‘Ketchup Insurance’ campaign, which won a Bronze Lion for Social Behaviour & Cultural Insight. The campaign idea emerged as a way of giving ketchup eaters something to enjoy around their accidents. Creative solutions often stem from brave, interesting insights provided by our clients, they’re good starting points. Owning the fact that ketchup stains as a ketchup brand was a very bold move - but because this was rooted in real insights, it meant we could play around with the solution.
LBB> How do you ensure your advertising is culturally embedded?
Federico> To create stellar content, we need to shamelessly swipe inspiration from every hot trend sprouting in our society. Curiosity must be our constant companion, always on the hunt for what’s viral today. Our pop culture is a goldmine of inspiration. At Cannes, the mantra is clear: entertainment reigns supreme. Even case studies must be captivating. We craft content that explains problems and solutions through compelling narratives that invite repeat viewings. Ads should be enjoyable and thought-provoking, sparking a dialogue rather than delivering a monologue.
LBB> Do you think this approach can be applied universally or is it specific to the Middle East?
Federico> It's universal but it needs to be tailored locally. In the Middle East, with its multicultural population, we need to relate to diverse audiences and different cultures. Entertainment is an easier way to connect with audiences, without being preachy.
LBB> Do you think entertainment is a trend that’s here to stay?
Federico> Brands are evolving from short-term, purpose-driven campaigns that create a brief buzz and then fade away, to long-term commitments that genuinely impact society. Our ‘Ketchup Insurance’ initiative for Heinz, as well as our 'After Dinner Dinner' programme for McDonald’s, are prime examples of this shift. These initiatives demonstrate our dedication to crafting meaningful, enduring work that not only entertains but also engages and compels the audience in a truly impactful way.
LBB> It’s true that sustaining impact is crucial for long-term success. How do you encourage this in practice?
Federico> Absolutely. I encourage my team to create beautiful ideas with longevity - that ideally will benefit people and society. A lot of the campaigns we see at Cannes are great but my dream is to create work that resonates with everyone, that even my grandmother will see and understand. That’s the benchmark of what makes a great piece of work - this universal appeal is our benchmark for success.
