November 19, 2008
Interview with Gianluca Menna
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Name?
Gianluca Menna
Company?
Currently in dm3 - digital media srl Rome ( http://www.dm3.it )
Could you summarize in a few lines on your professional profile and your work.
I am an art director and I work on new business and creative strategies.
How do you interpret the change of communication and a way to communicate what he considers "unconventional"?
Rather than speak of changing natural evolution digested and assimilated knowledge of these new media are used to convey commercial messages to an audience sophisticated and sensitive. But not only. For unconventional I mean a lateral approach to an existing or new communication medium. The next "victim" will be the television.
Terms such as ambient, guerrilla, viral, buzz are really effective or are all the rage?
They are effective if they are designed with a view to real cross media based on a common concept.
How this change affects the genesis of a creative concept?
The concept including unconventional and cross media campaign must necessarily be easy to decline and of great impact. A "big idea" in short. The phase of brainstorming to which we all participate in dm3, nessunio excluded, is crucial. And if not enough to continue the evening in the pub with a good Irish beer in front of colleagues because we are first to be especially good friends.
We need new professionals, connoisseurs of new media: a bridge between the old and the new?
The media planners and media buyers must surely deal and explore new and more complex scenarios. The multi-channel requires a deep knowledge of the limits and effectiveness of selected media and ability to organize the timing and type of support.
As the interaction between different artistic disciplines influence the creativity of today?
Today, more than ever, you may need the advice of psychologists, criminologists and sociologists who interact with creative people to check the possible reactions and feelings of those who receive the message.
In this sense, interact with art that has a strong emotional, evocative and creative is a way forward as long as the campaign itself does not identify with the works of the artist or you risk the effect of "ready made".
Do you think there is still too much interaction or the distance between those who work in the 'interactive web-and who campaigns for print and television?
There must be interaction taking into account that different media can have different targets but sometimes cross. From a cross-media passive media like TV, radio and print can invite interactivity via the web, via mobile or fixed telephony, via game consoles. A concrete example is the data matrix recently appeared timidly on the print ads are the call to action, the effort to make hypertext a static message, even before the action proper purchase or consumption.
Advertising agencies have really understood the change or are still in a transitional phase?
There is a phase transition in which small companies, as always, they move in a more streamlined and courageous as dm3. Major really think you are informing and equipping in order to open or supplement departmental ad hoc, perhaps incubating, as often happens, the small agencies or parts thereof.
A good basic idea can be applied to various media or concept we are destined to a single medium?
It depends on the concept. A great idea conceived for a spot is difficult, sometimes impossible, to make good in a single frame of a print ad or in the words and sounds of a radio but it might be fine for a web banner. In this sense must be provided upstream of the possible applications and find an "umbrella concept".
Could you explain some projects you have worked or that you starred in that it considers to be particularly successful and start writing the key points.
Distributing free by conventional mail in Germany Italy and France through a photo-blog of 20 cm with a sticker that says "Parking evil." for unruly parking attendants.
Have blocked the bypass of a major Italian cities, resulting in rumors (I can not reveal the customer);
Have created a bill that does not exist yet. (I can not reveal the customer, is a race still going!)
"Change" is a great concept even before a claim which contains in its conciseness, and all the energy of the real desire to do something new.
These U.S. presidential campaign were 2.0 for all purposes and the most surprising thing for me and truly viral has been to win supporters in every part of the globe through the mouth of the change of status on facebook almost simultaneously thousands of people. I was fascinated and amused, and I think many will remember for a long time. Your favorite quote?
And 'the title of a book by Beau Fraser, David Bernstein and Bill Schwab: "Death to the sacred cows. Why follow the old rules do not always lead to success. "
Did you attend the IAB Forum 2008?
No.
What struck you most in recent times
(Campaign, idea, brand, installation art, event, strategy or whatever ...)
Beyond the specific cases I was favorably impressed by the desire to develop the communication and the new roads taken, the 'multidiscplinare advertising, user generated and what those customers who have made possible.
How does your workday like?
I state that I love my job every day and that the agency is pleasant for me. Usually I walk and walk your way to the agency quickly read the newspaper in particular, the economic news and watch the fun new print ads. (!)
In dm3 arrive early, take a coffee, commmento the news with colleagues and boot the computer.
If Monday is at least one hour per week is devoted to progress together with the CEO and creative director Julian Palombo Alessio Leoncini with whom I share my own job list.
My colleagues are all very young, very creative and come from diverse backgrounds which gives us a pleasant and constant exchange of ideas.
Hello Luke, I too am a young web designer and Art.
it's nice to hear a senior art director in love with his work in these terms-minded.
My compliments for your work.
Me personally, I hope that the world of advertising and marcketing, in which we are directly involved in every moment of our lives, be directed towards an ethics umanitaristica more and less commercial.
Luke I find interesting when the question "Could you describe some projects that have worked or that you starred in that it considers to be particularly successful" you focused on the almost physical contact between the company and customers. I believe it is crucial this direct approach can generate a real interaction between communication and daily life, as un'impegno not to make "passive spectators" but "active participants" end users / users.
This is the aspect on which to focus. This is viral. Excellent.
Giulia Massera
UK community manager Zooppa.com Inc.
I just now read the interview ...
Congratulations Gianluca
I think this interview is very interesting.
Congratulations indeed.
Hello Luke,
I agree with you 100%, however we are born with the cross-media inherent in our genes. Working together is a real pleasure, and together we are already planning the next step: not only declination of coordination and message across all platforms, using them according to their peculiarities, not only integrate and achieve the target specifically but transversal, not only create an interaction between the company and recipient of the message, not only to create an interaction between the recipients and typical of community belonging, not only excite and impress, but with all of this create in the recipient an opportunity to say no induced ... more!
Until next time.
Julian
dm3 CEO - Digital Media Ltd.
Gianluca is definitely one of the most prolific and exciting community. Probably many participants in the contest of the Sponsor must a board enlightening, a joke, an acute observation. We agree on almost all of the above, we would rather ask: how would you rate the state of the profession of advertising? Today many believe that, in the wake of the accessibility of tools and computer graphics as well as the widespread use of advertising models generated by users, you are seeing a de-professionalization of creative, like the copy of the graphic art, etc.. What is your opinion?