Laura Pezzotta [cioccolatosa]
What is your specialty: creativity, contact, or research?
I'm an open mind person, multitask, very proactive and curious. I love to find new connections among assets and I love to find creative solutions. in the meantime I'm pragmatic and focused on results
Please list some brand names or clients that you have worked for.
I worked in Fiat HQ (Torino) for 4 years and I was in charge of Alfa Romeo digital and mobile projects (Mito/Giulietta/Centenary/new portals and new car configurators) and now i'm working in Nike Italy, especially for football projects
Have you got a blog or web page?
i'm active on facebook, twitter and linkedin. I use also Instagram. but I don't have a personal blog/web site
What do your clients value more, strategy, creativity, design, or return of investment?
sthe strategy and the vision are the k-points. essential base for that is to know very well the target
The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
cause often the adv agency and brands don't understand the target needs and the target life
Can a bad advertising campaign sell well?
absolutely not. it can also have a negative boomerang effect on sales
Which advertising agencies and directors seem the best to you at this moment?
recently I've appreciated some Reanult and RedBull adv but I think no one agency now is super innovative or really disruptive
How do you respond to the classic quote, "I love the idea, but right now's not the time"?
time and money are always the problem. we have to take some risk sometimes
What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother?
when watching it i feel a "stomach emotion"
How do you see the transition between traditional advertising and online advertising?
no more transition right now. off and on line are (and have to do) integrated
Are people in advertising paid too much?
not like in the past. currently you can do a super cool campaign with few money
Is advertising merely spam?
absolutely not. it can be funny, useful, precious...
Have you ever felt cheated by adverts?
yes....wrong click on stupid spam during a normal "web site navigation" activated a sort of subscription for a "ring tone service"
What is your favourite thing about working in advertising and what is your least favourite?
it's an "always on" world, full of creativity, new challenges and incentives.
sometimes I don't like the fears of some managers /they don't want take risks..)
Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves?
I think as usual there are 2 souls: one more superficial and linked to "be famous/have fun/be visible" and another one is be open mind/do networking and discover new way to approach the adv (different cultures). I love Cannes Lions for that
When you select an intern to work, what quality do you deem the most valuable?
be courious and hungry to learn
Does the public buy the product or the product image?
both. it's impossible to create separation among 5 senses
IMPACT! Is this the main scale for judging the work of an advertising professional?
is the instinctive and maybe first thing but it's important to have in mind other criterias (the adv respects the objectives?/is it in line with the strategy?/what about the tone of voice, is it right?...)
What are the main mistakes clients make in judging creativity?
subjectivity. could be an added value or a big danger
Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own?
yes, if before you did a big work to understand the target (assessment/search/focus group/qualitative and quantitative informations/interviews/...)
In advertising, what is most effective, frequency or surprise?
I think IRONY is a good lens and weapon
Bologna - Italy