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Agency Life

The Key Is Determination

The Key Is Determination

Michael Carnevale

Michael Carnevale

July 2, 2018

It’s the one thing that will help you reach your goals.

"Creativity leads to innovation, and innovation is one of the keys to creativity."

Emanuele Tragella, Executive Creative Director and Innovation Lead at Havas Life Milan, talks creativity and innovation, his love for advertising, and why wearing black is his dress code for life.

 

So tell us your story.

Soon after graduating in sciences, I went on to specialize in Comic Illustrations & Computer Graphics at the European Institute of Design in Milan; my scientific background, combined with this artistic training, created a perfect marriage that enabled me to step into the world of healthcare communications. Before joining S&H in 2000, I worked for Ogilvy and for a number of design boutiques. I left Sudler briefly to work at Leo Burnett, the healthcare division for 2 years, working on both healthcare and consumer clients, but was approached to return to the Sudler network before moving on to the Havas business.

And in your opinion, how do creativity and innovation work together?

Creativity leads to innovation, and innovation is one of the keys to creativity. They increase each other. To be creative, you need to be innovative and vice versa.

How important has determination been in your work—and life in general?

Determination is the engine of everything. Advertising, as life itself, is very challenging. Determination is the one thing that helps you to overcome adversities and reach your goals.

You’ve said that, “I use colors for work, but I love only black.” Can you explain?

In my job I have to be effective and use the best elements to help my clients communicate their needs. In my life, my dress code is black.

"Everyday life is my muse, is what brings up ideas and goes beyond imagination."

 

What are the major differences of working in advertising that focuses on health and wellness versus other major areas? Similarities?

In Italy we have lots of barriers in healthcare communication—everything you say must be proven by scientific studies. It’s like a slalom; you need to try to avoid these barriers. I think it’s a good arena for creativity.

What makes a creative campaign successful with the Italian consumer? What about a consumer in the health and wellness space?

Italian people are impressed by the same trends that work in the rest of the world, but when we are talking about health the most important thing is the efficacy of the product.

Who is your creative muse?

Everyday life is my muse, is what brings up ideas and goes beyond imagination. Just like creativity.

What is creativity, anyway?

Creativity is a balance between ideas and emotions, between rationality and feelings. Creativity is the best chance we have to be free.

Best thing about working in advertising?

The way you can amaze yourself by creating something new every day.

Biggest challenge?

Quitting a safe position in a safe agency to embrace this new adventure, something that has to be built from scratch. The biggest and best challenge ever.

What’s your absolute best advice for someone who wants to work in the industry?

Never fall in love with your ideas. The creative, unlike an artist, has the ultimate goal of the customer’s satisfaction, not his own.

"Creativity leads to innovation, and innovation is one of the keys to creativity."

Emanuele Tragella, Executive Creative Director and Innovation Lead at Havas Life Milan, talks creativity and innovation, his love for advertising, and why wearing black is his dress code for life.

 

So tell us your story.

Soon after graduating in sciences, I went on to specialize in Comic Illustrations & Computer Graphics at the European Institute of Design in Milan; my scientific background, combined with this artistic training, created a perfect marriage that enabled me to step into the world of healthcare communications. Before joining S&H in 2000, I worked for Ogilvy and for a number of design boutiques. I left Sudler briefly to work at Leo Burnett, the healthcare division for 2 years, working on both healthcare and consumer clients, but was approached to return to the Sudler network before moving on to the Havas business.

And in your opinion, how do creativity and innovation work together?

Creativity leads to innovation, and innovation is one of the keys to creativity. They increase each other. To be creative, you need to be innovative and vice versa.

How important has determination been in your work—and life in general?

Determination is the engine of everything. Advertising, as life itself, is very challenging. Determination is the one thing that helps you to overcome adversities and reach your goals.

You’ve said that, “I use colors for work, but I love only black.” Can you explain?

In my job I have to be effective and use the best elements to help my clients communicate their needs. In my life, my dress code is black.

"Everyday life is my muse, is what brings up ideas and goes beyond imagination."

 

What are the major differences of working in advertising that focuses on health and wellness versus other major areas? Similarities?

In Italy we have lots of barriers in healthcare communication—everything you say must be proven by scientific studies. It’s like a slalom; you need to try to avoid these barriers. I think it’s a good arena for creativity.

What makes a creative campaign successful with the Italian consumer? What about a consumer in the health and wellness space?

Italian people are impressed by the same trends that work in the rest of the world, but when we are talking about health the most important thing is the efficacy of the product.

Who is your creative muse?

Everyday life is my muse, is what brings up ideas and goes beyond imagination. Just like creativity.

What is creativity, anyway?

Creativity is a balance between ideas and emotions, between rationality and feelings. Creativity is the best chance we have to be free.

Best thing about working in advertising?

The way you can amaze yourself by creating something new every day.

Biggest challenge?

Quitting a safe position in a safe agency to embrace this new adventure, something that has to be built from scratch. The biggest and best challenge ever.

What’s your absolute best advice for someone who wants to work in the industry?

Never fall in love with your ideas. The creative, unlike an artist, has the ultimate goal of the customer’s satisfaction, not his own.

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