italy special 4 4 jwt milan
jwt milan 4 5 italy special
In a nation notorious for art and design, Italian advertising had long been
usually wins 50 Lions,” Maestri adds, “whereas it’s
suffering from a creative malaise. Acutely aware of its ailments, the industry
a miracle if Italy wins a couple. But for us at JWT
was eager to find a remedy. Then, the world went into global financial
our record is very impressive, as we aren’t a small
meltdown, and along with it almost any lifeline to resurrecting Italy’s creative
agency with a very creative output, such as CPB.”
reputation in the near future.
They’ve picked up both the Coca-Cola and Nokia
“It’s been a very dramatic year,” sighs Pietro Maestri, executive creative
accounts in the last couple of years, but it’s the
director at JWT Milan (pictured). “All the big industries have experienced
Heineken account where they’re most free to
financial problems and have cut the budgets. At the same time they’ve also
unleash their creative ideas, even in traditional
been very conservative in choosing their campaigns, and have done research
media. The agency’s last TV campaign for the
on absolutely everything. From a creative point of view, it’s been a tough year.”
brand was shot by an American director in English
In a market where brands are reluctant to embrace the potential sales catalyst
– a real rarity in Italy – and it played on
of innovative new ideas even at the best of times, it appears financial worries
international humour rather than the usual
have really put the boot into Italian creativity. “Italy is doing the usual boring
colloquial jokes. In fact, watching it there’s no clue
campaigns to the same level,” admits Maestri, “so I’m sorry to say the level of
of its Italian heritage, a true exception to the rule.
creativity is not increasing. We’re just not doing very good work.”
But besides the odd brave client, there is another
Just taking a look at the Cannes Lions scoreboard proves his point. This year
arena where creative breaks are growing, and
Italy only netted Lions for six campaigns, with two going to JWT Milan. Several
that’s in digital and ambient says Maestri. Italy’s
reasons have been proffered for Italy’s underperformance in adland; a
still far behind others in its adoption of the world
national inferiority complex, regional divides, too much research on creative
wide web and all its powers, but in the past year or
ideas. All valid arguments, agrees Maestri, but there’s one issue that tops the
so it’s been green lights all the way – even clients
pile. “Compromise,” he states simply. “It’s the national sport of Italy. Advertising is about teams, and when teams get to work the compromises start. Clients, agencies, media – everybody expects and accepts
weak showing
compromise here, so nothing radical or
at Cannes
brave gets done.”
Lions, it seems
While global empires have been built around the creative vision of one individual, Giorgio
Italy is still
Armani say, or Alessi, when it comes to
stuck in its
advertising and its many players,
same creative
compromise is the name of the game.
jwt agency milan
“People have different priorities, just like in
rut. But every
such as Kraft are getting in on the act. “Maybe it’s
politics,” Maestri continues. “Politics in Italy
cloud has its
because the market is a bit more naive and the
is a mess because it’s all about the art of
silver lining, as
client a bit less prepared,” ponders Maestri, “but
compromise – everyone says ‘yes, no and
photograph: federico turchetti
With another
maybe’ at the same time.” So clients who
Isobel Roberts
only ever consider the conservative option
finds out
you have room to do something more interesting. Clients know everything about a 30-second commercial and they research it, but they don’t
aren’t necessarily encouraged to be more
bother to research with virals or online. Perhaps
creative. Plus, says Maestri, most clients
that’s the secret,” he smiles.
aren’t even interested in producing creative
The increase in digital has come with pitfalls
output. “In fact it happens quite often in
though, specifically the urban legend that digital
meetings,” Maestri adds, “that they say if
costs pennies. “Because it’s online it has to be
you’re here to win awards, don’t talk to us.”
almost for free, or the cost is ridiculous,” Maestri
But the economic gloom has ignited the
laments. “But in the next few years I believe
courage of some other clients, especially
perhaps 80 per cent of the best work will come
in non-traditional media. And since Maestri
from digital. Even at Cannes this year I think we
joined JWT seven years ago, the creative
saw the best work in non-traditional media.”
profile of the agency has risen. While it
So in a story repeating itself across the globe,
might sound like peanuts on the
Italian creativity’s got a struggle on its hand. But
“In the next few years I believe perhaps 80 per cent of the
international parade, in the last few years
uncovering the digital and integrated realms could
best work will come from digital. Even at Cannes this year
JWT Milan have reaped six Lions, a massive
be just what the doctor ordered, and perhaps next
I think we saw the best work in non-traditional media.”
haul for an Italian agency. “At Cannes the UK
year a few more Lions could be in order.