ADvExpess's director, Salvatore Sagone, Massimo Guastini his newspaper interview in less than a week by the Assembly of choice ADCI. LatoB resumes with tempesività, given the wealth of content in addition to the original program, to make it available to non-subscribers.
ll January 17, ADVexpress anticipated his structured program. Since then, Massimo Guastini (right in photo) is officially in the running for the presidency Italian Art Directors Club, whose election will be held Saturday next. At the moment, is the only official candidate Guastini that is exposed with a structured program.
Among those who had feared the possibility of trying, Masters and Luca Scotto di Carlo, we have re-thought. A short Guastini communicate the names of eight creative, with him, constitute the Board with which you are going to vote next Saturday. In addition to interviews and statements to date, with the creative director of cookies, we want to investigate something that we think is important not only for the association of creative people but for all companies or individuals that offer services of communication: the relationship between supply and demand between clients and agencies. An exchange which moneta dovrebbe essere ‘in primis’ la creatività.
Qualche domanda prima di passare al tema centrale di questa intervista.
Col passare dei giorni sembrano essere tramontate altre ipotesi di candidatura, a eccezione della tua. A distanza da una settimana esatta dalle elezioni, sei l’unico a correre per la presidenza dell’ADCI. Come interpreti questa situazione, come spieghi il fatto che i tuoi colleghi, quelli di ‘peso’ provenienti dalla grandi agenzie, hanno gettato la spugna salvo, ovviamente, sorprese dell’ultimo momento?
Ti rispondo citando quanto ho scritto sul mio blog venerdì scorso. Hai presente il vecchio gioco dello stecchino che si faceva on the beach? In turn, among friends, he took off the sand, handful after handful, from a hill on top of which was placed the stick of ice. Inevitably, at a point where your time was full of pitfalls, because they would be you and only you what he did drop the stick, then what he should do penance. I guess that my colleagues did not want to take the risk. With my job I will not worry the toothpick, and I'll drop it. I would add, as I wrote on my blog, I have continued this commitment as openly as possible, as was clear my opposition to the last 15 months the mandate of Marco Cremona. Opposition strategy, not the people of the Governing Council.
hope a strong alternative candidate, provided it represents a sharp contrast to my program. So, ideally, the continuation of the policy pursued since the last Board of Directors. Otherwise where's the alternative?
If a candidate will come out with a program similar to mine, give the impression of an opposition to me, not the program. It would be a public closing message. Would feed on the outside, as well as inside, prejudices that do not help our reputation. Only because he was embarrassed to have against Peter Masters or Luca Scotto di Carlo. Because in all of their recent interviews have not said anything in contrasto con le mie idee. Anzi. Se il 19 febbraio ci comporteremo tutti da uomini trasparenti, nessuno resterà con lo stecchino in mano e, soprattutto, il Club inizierà a recuperare lo svantaggio accumulato sul mondo esterno. E torneremo avanti noi, ne sono convinto.
Perché hai deciso di volere fare il presidente dell’ADCI?
È stata una candidatura dettata dall’esasperazione. Ero stufo di vedere ristagnare questo ambiente dove nessuno sembra avere voglia di sperimentare nuove rotte. Il mio percorso è iniziato a novembre. A coloro che avevano la mia stessa idea sul futuro del club, chiedevo di candidasi. Questi mi rispondevano rilanciandomi la domanda: perché non ti candidi tu? From there it all started. Looking at what has happened then it is undeniable that my candidacy has done much to speak of the ADC. I was able to talk in order to return to the shareholders, and not more members of the Club's future is an interesting innovation, and is already a good result.
Being president of the Club also means acquiring a considerable reputation. This too may have been the reason for your application?
Who insinuates that I want to be president of the ADC to gain notoriety for myself and my agency is completely off the road, especially, has no idea what it means to this role, the fatigue and the commitment it involves. In addition, Cookies ADV is already known in the companies with whom we work. Companies they contact us on their own initiative, I am talking about companies like eBay, Easy Jet, Current, Il Sole 24 Ore to name names, we worked with recently. This means that our communication mix work and I do not need the club to improve it. My real objective, I repeat once again, is to restore dignity and value to our work, to recover a substantial reputation.
your team. Who will be composed?
I n this moment I can not tell because there is still a piece of the puzzle to fix. But in short, to communicate the names of the nine Councillors, including myself, a few days in advance of the elections. It seems fair to the shareholders who will now have time to form your own opinions.
If you can not tell us the names, at least you can say what are the criteria by which they have chosen?
First there will be young people today in the meaning that is given to this term in our profession, that 35 year old. I've got fifty made on November 3 last year and I'll be the oldest, I think. There will also be young because I do not want to pass the message to the management Cremona, new generations have failed. It would be a sterile instrumentation. Thirdly, there will be a representation both international agencies and independents. I tried, finally, to ensure a good level of digital skills.
Only a few days ago we interviewed the President of UPA Sassoli Lorenzo de Bianchi. His verdict on the Italian community was not positive. Advertising lacks the original story - he says - is lacking in other forms of creative expression, such as television or cinema. Sassoli assumes the responsibility, as a spokesman of the contracting companies, this sort of approval of advertising formats and languages, but calls for agencies to focus their feet, when the inputs come from companies that are too general. In short, the agencies companies have to understand its role, but to give value to brands. What do you think, you need this shot of pride? And what prevents?
I agree with Sassoli de Bianchi. Rather than "dragging their feet" but I like to express my wish otherwise, "we must recover reciprocity in relationships with women and men of marketing." In companies with which I achieved the best results I have met partners preparations, stimulants, with a strong work ethic and who have set me with a relationship based on reciprocity. Very complete briefing. Approval time line agency, at the time of conception. Even in emergencies. "I run I run to you, in fact." And do not forget the conditions of payment. There are companies that require 180 days. Even when you're the prime contractor. Otherwise it will not work for them. For me it is unacceptable. As for me I met the ideal conditions for working with Paola Bonomo, Emanuela Marconi, Andrea Polo and Cristian Corotto on eBay. By Thomas Meister in easyJet. With Paolo Lorenzoni on Current TV. With Roberto Bennati and Alessandrea Fantuz in Lav. In the past I have found with Donatella and Roberto Squellerio Anedda Abbey National Bank. By Sauro Mambrini Champion. With Ilvo Morosini, a consultant group Granarolo. With none of these professionals have never been "dragging their feet." I had to earn their respect, of course, true campaigns, sometimes proposing raises when the briefing in full could have a "conduct" more effective. For six years, routinely say "no thanks" in the absence of ethics. I say "no thanks" to all companies with their rules of engagement do not allow me to properly pay the people who work with me. And I am now certain of one thing. If you really think you are good, if you believe you can make a difference, need to put your skills to the service of one who knows if deserved. We are not content to be chosen in the early steps of the relationship with a potential customer, we must remember that a report is reciprocal if both reserve the right not to accept it. Even in times of crisis.
Can you summarize briefly what should be the ADCI the next three years?
must go back to being a Club Today is just one award that matters less and less. I want to become a useful club to all members, who work and addresses challenges in a context, the current one, which is very different from that of the eighties. It is not the statute to adapt but how to move and relate to the Club with respect to an external environment that has changed. Just as we humans have modified the genetic makeup than when we had to survive the saber-toothed tiger. But we have changed many of nostri comportamenti. Abbiamo elaborato differenti strategie adattive. Voglio un Club che operi per ridare dignità, valore e rilevanza al nostro lavoro. Voglio che l’etichetta “creativi” non sia
più associata ad allegroni poco consistenti o a fighetti da happy hour, ma a quello che nei fatti dovremmo essere sempre: protagonisti della comunicazione, consapevoli del ruolo che abbiamo nel determinare quell’astrazione definita “immaginario collettivo”. Astrazione che ha poi effetti molto concreti nella determinazione dei comportamenti.
Sempre nell’intervista di cui sopra il presidente dell’Upa afferma un concetto importante, che è anche un appello alle proprie associate, don’t squeeze the supplier? Quale importanza avrà l’Upa quale interlocutore dell’ADCI nel caso in cui venissi eletto?
Dal mio punto di vista considero Upa un interlocutore cruciale. E mi spenderò molto per dare evidenza al confronto tra Adci e Upa, nel segno della massima trasparenza reciproca. Voglio che le aziende associate conoscano le reali condizioni di lavoro di chi lavora per dare valore alle loro marche. Considero un errore pericolosissimo continuare ad aspettare che i problemi vengano risolti da altri, per esempio da Assocomunicazione. Non accadrà. Le evidenze, anche recenti sono molte. Non serve che le ricordi. Quante agenzie fondate e dirette da creativi fanno parte di Assocomunicazione?
We'll be back soon on this topic. Talking about UPA. Still Sassoli explicitly states that he does not care which agency comes from the future president ADCI, if by a code expression of a large holding company, or by an independent agency. It is rather to the person concerned. It seems to me an opening to you, or against those who simply something interesting to say. No?
Like any person of intelligence and common sense Sassoli de Bianchi wants to know the man, not the medals that you bring with you.
Another interesting statement of Sassoli is as follows: The method by which you work, rather than the charismatic leader is ensuring effective communication. E 'right?
We all have the myth of the heroes. But when you set a strategy, you know that you can not base your moves expecting an average behavior "heroic" by the items we use. If you do lose. The battle plans, such as communication strategies, must assume an average return of all the forces deployed. Then if someone invents played by world class then so be it. But the method is generally more reliable and less temperamental certain charismatic leaders.
explicit support you instead gave him Barbella Pasquale, in the interview that we have published last February 1. His thinking, speaking of communication, that is to give new hope to this sector is to start from scratch. We need pioneers, designers of ideas that could be useful to customers, in the broadest sense of the word. What do you think?
I think the ADCI will have to put in a position to start from the creative one. That encourage sharing among members, to cash in sharing expertise, information, to ensure that the best creative entrepreneurs can also become very good when it willy-nilly be forced to do so. The agency model as we saw it explode with the emergence and TV Berlusconi, has long been in agony. Useless dig up the cause. Most Helpful prepare.
Battle, sorting, Emiliani, Haiman, Panzeri, Pizzigoni, Rodriguez, Rozzi, Tuscany, etc. ... I read the list of who is not part of the ADC, one wonders why so much disaffection with the club, and what sense today. What is your opinion?
With many former members have spoken and I exchanged ideas via email. Each course had a personal point of view but if I identify an aspect common to many of the feedback received, I would speak of a certain "emptiness of values." What is it? What gives me? What adds to my skills in daily battles to preserve my professional role and the very role of this job? It seems that the answer is a prestigious award "is no longer relevant for everyone.
not believe that creative people are still too closed in their area, too busy to compare notes on issues that companies are likely to be perhaps not relevant?
Yes companies are completely irrelevant issues that ADCI debated in recent years. This represents a problem for us. It makes us very authoritative and not entirely credible.
return to a point just mentioned above. What do you think of AssoComunicazione?
Uhm .... Big question. I think 5 "large families" international manage over 60% of investments in communication in our country. If they can not have a practical effect on the market Big 5 "condominium" I wonder how we can make the 60-70 or how many are now included in the abbreviations Assocomunicazione. I guess my thought has been understood by previous statements: I have given up waiting for Godot. Do not pack any delay in Assocomunicazione and I do not care to be part of such agency. This does not mean it is not open to discussions. But the last twenty-five years does not make me hope for solutions to that area. However, I would be happy to renege on these statements.
What the Club could do with regard to the training of young people?
My program develops the argument in section 4. In short: today more opportunities to enter the Academy because it gives only the best creative directors of the most important agency teach there. But there is a huge bottleneck that is not really determined by the talent. Where do the years and come from outside Milan, a family needs to invest about € 80 000 between straight and maintenance in Milan. Not to mention Harvard, producing graduates with $ 80 000 per year. Here, most do not even earn that amount in 10 years. Among other things I want to do is to select a group of young people based on talent, potential and give them a formazione gratuita facendoli girare nelle agenzie più importanti che si offriranno. Vorrei anche dare l’alloggio a Milano gratuito per chi viene da fuori. In questo senso sto cercando di avere incontri con Banche già in questi giorni. Anche se sarebbe più giusto aspettare l’elezione. Ma alcuni contatti mi hanno anticipato che l’operazione è fattibile.
Salvatore Sagone
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