Pernil, CCO at AlmapBBDO, shares details about his trajectory in the advertising market and reflects on new trends in the sector
In the dynamic universe of advertising, Marco Giannelli, known in the market as Pernil, stood out for his resilience and, of course, passion for creativity. Currently occupying the position of chief creative officer (CCO) at AlmapBBDO, Pernil shared with the propmark details about your professional journey, challenges and perspectives on the future of advertising.
Pernil says he started his career in customer service – a meteoric trajectory that lasted less than 40 days. “In fact, after taking a course to select interns at Ogilvy, there was only one vacancy in creation: for an art director. As I was a writer, the only alternative was to take on another role. And there I went, working at Unilever, waiting for a vacancy to appear. A few weeks later, a direct marketing writer left.
And it was my chance to go there and team up with Rafael Urenha, who was already a friend of mine from college and had taken the internship in art direction”, he explains.
For Pernil, each stage of his professional journey has been marked by significant achievements, from his initial internship to his current role as creative leader at AlmapBBDO. “I think resilience is the keyword of the profession. Work, fight for ideas to happen, but, at the same time, not get too attached to each one of them”, he says.
Pernil’s routine is mainly defined by a continuous search for creativity. “What I try to never cancel are meetings and chats to see ideas. And I also try to spend as much time as necessary to listen, think together, try to improve or round something off. Because I think that’s where my greatest contribution to our creative work lies.”
As for the fundamental elements for this work, he says the answer is obvious: people. “Creativity has always been Almap’s mantra, since I was an intern and dreamed of working here. I think this thought, this consistency over decades, ends up attracting people with this profile, desire, passion for advertising – not just in the creative area. And that, at the end of the day, is what makes all the difference”, he highlights.
People
Leading a creative team in a changing market like advertising presents challenges, the biggest of which for professionals is people. “Maintaining a motivated climate is no longer simple. Furthermore, trying to block the daily pressure that exists for deadlines and results and keep competitiveness under control is an almost herculean effort. But we have to work to make this happen. Perhaps it is our greatest mission.”
Read the full article in the printed edition of April 29
