Many know that I follow, the Corriere dello Sports, basketball country. Imagine what might have meant to me, advertising, former coach, journalist, presenting as new coach Dan Peterson Olimpia Milano. The coach supervincente, which has since become a television presenter and testimonial advertising, back 75 years to lead the team that made him famous in Italy.
The photo opening is the media impact of the return. A wall of photographers who do not even remember to Paris Hilton.
What has this to do, you say, creative with the Italians? A moment of calm and we get there. Let me celebrate the mythology petersoniana. Dan comes back, wins first race after a day, then it goes on and wins another di questo passo risollevando sorti ed immagine della storica società milanese di proprietà dell’altro grande vecchio Giorgio Armani.
Per farla breve, un vero smacco per tutta una generazione di allenatori italiani tra i 40 ed i 50 anni, che improvvisamente si vedono superati dal rientro di questo maestro. Non solo tecnicamente, ma anche dal punto di vista della popolarità, dell’impatto sui media, del calore e dell’affetto del pubblico. Il 4 gennaio, tutti i quotidiani dedicavano la prima pagina al suo rientro, tutti i tg hanno passato la notiza. Il 5 gennaio, quando Dan è entrato in campo durante il riscaldamento, tutto il pubblico del Forum, quasi 6 mila persone, si è alzato in piedi ad applaudire. Io I was in the press to defend my niche from attack by more than a hundred colleagues from other non-sports titles that celebrate the event.
short, a reputation and respect that no new young coach has ever been able to accumulate in Italy in recent years. Dan a true syndrome, which is holding all those professionals who have tried to make a mark in the community of the National Basketball: No Nenci vaguely managed to reach the grand old man who retired 23 years ago.
To come to us, imagine that tomorrow morning you return Gavino Sanna driving as I know, of McCann, and within a few weeks to be assigned to the five most important Customer: Barilla, ENI, Pirelli, Fiat and Tim.
Make it hard to imagine, right? Why, despite attempts to pass a little positive image, we Italians do not suffer from the syndrome creative Dan Peterson. A few weeks ago Andrea Concato, for example, has publicly stated that he feels nostalgia for the creative leaders of the past. I imagine that among them there were Gavino, as you can guess that the quotation was given to Pirelli, the Mignani, to those men who, during the years of affluent society, and television locomotive of growth, could catalyze budget, memorable campaigns, interest of journalists and the public.
Although the estimate for the names mentioned before, I have no nostalgia for creative leaders. In fact I think we really do not need. We creative people of 40/50 years we have succeeded in a certain period of great change and economic crisis, to find the square. Despite a decade in which agencies, in addition to the cuts to departments, we just tried to cancel the 'guru effect "and clear the centrality of the creative personality, in this country there are uncora a row of copywriters and art directors who do not can be replaced from any return of star Gavin. And many have gone abroad to compete in markets (and CEO), even the most challenging of our
not just tons of lions reported home from Cannes this year by the team of Masters & Co made me say.
not just the Clio and Cannes golds won by Rodriguez and Dorizza.
not just the good stuff sticks made from various Gitto, Taddeucci, Albanian, Marini, Christmas, Napolitano, Carnival, Stillach, Mastromatteo, etc., etc. (the list is not the length that counts, but there are many others and all value).
E 'the reputation of the individual that makes it really impossible that in our environment happen what happened in basketball.
We were able to work while maintaining high standards of dignity creative. Multinational companies led by financial structures such as national independence.
Even if the economic atmosphere is not the best, nobody can think of replacing them with big old of any kind.
What is lacking is not the credibility of an individual, a leader. What we need is to publish the strength of our entire community.
A day you go to elect the new president of ADCI: a character who is the true hub of the representativeness of our movement. Maybe someone will try to propose a president ADCI supersenior to try and put under the protection of creative Italian. But you will see that those who lead the club, Massimo Guastini (currently only candidate) or a more creative, everyone else will be, his, of my generation, will show that we do not need a leader with a Van Ultravecchi (menchemeno Ultragiovani and, given the results of the experiment Cremona).
2011, and so I think the next decade, and promises still confused dumpeggiante. And 'these days the scene of the coup d'Enfant Terribles practically coming out of a race already won, because Mizio & Co did not feel warranted by the standard ratio. E 'in the final last year to challenge a ministerial race because if the people who had been allocated, a consortium with Rai in the front row, could not participate, let alone win. I expect many more cases like this, until the CEO of the agency and those Perhaps companies do not know certain rules and ethics policy.
The other thing that I hope will happen is that customers, as well as those who guide the agencies understand that there is so much talent in this country. There is no need to go to UK or Argentina to improve the quality and performance of our campaigns. Simply relying on the many creative directors who have managed, even in hard times, to move away from the memory of the gurus of the past and bring home even those who have long lacked international recognition.
Go and read my post from Cannes ( this or this), go reread the considerations on Renaissance Creative Italian that is ongoing, and that only in the seventies that rubygate and flounder in the swamps of politics are unable to see.
The hope is that this renaissance is driven by a strong chairman of ADCI. It will take a little to find out who will. The hope is that no conservative or push the regret of the good old days braking process. The certainty is that qualsasi happens, we creative of this generation never suffers the syndrome of Dan Peterson. Even less than that of Gavino Sanna.
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