Students in the master’s course in Fashion Marketing and Communications have begun a series of workshops with Antonio Gigliotti, Creative Director at Saatchi & Saatchi, as part of the course’s partnership with the world famous communications and advertising agency.
Based in Milan, with over 20 years industry experience and more than half of that time with Saatchi & Saatchi, Antonio Gigliotti will guide students through the unreasonable power of creativity. For his opening workshop, Mr Gigliotti was joined by Adriano Aletti, Managing Director at Saatchi & Saatchi, who together introduced the agency with a series of examples, including the 1970 campaign that first made Saatchi & Saatchi famous, ‘The Pregnant Man’. It’s from here they explained that
It’s not enough to have a great idea, it’s also how you implement it.
Over the course of these workshops, creative communications will be the focus, as it’s with this that campaigns can be pertinent, cover multiple touchpoints and generate a conversation surrounding a product and its brand. Mr Gigliotti will also explain Lovemarks, how to build them and why they are so important today. When brands and quality product are no longer enough to establish a long term relationship with the consumer, there must be something more for them to connect with on an emotional level.