Being part of the future
Publication FEBRAURY 2022 | FRI COMMUNICATION
FRI COMMUNICATION DRIVES A DISCOURSE OF STYLE AND INNOVATION IN ADVERTISING AND COMMUNICATION FOR OVER FORTY YEARS
ITS HISTORY, CHARACTERIZED BY UNIQUENESS AND CONSISTENCY IN RESEARCH, MAKES IT A LEADER IN OFFERING UNIQUE SOLUTIONS TO COMPANIES, EVEN ON AN INTERNATIONAL LEVEL.
In recent years, FRI has perfected its model of transforming ideas into a highly innovative line, especially in the digital realm, with experiential interaction aimed at consumers. The vision and ability to anticipate trends and understand the changing needs of the competitive landscape ahead of others, through an emotionally oriented communication style, have helped shape alternative and valuable paths for its clients, transforming communication and creativity management into a true strategic asset for brand value growth. Winner of the Excellence Key Award 2021, FRI continues to uphold its visionary perspectives on the current transformation of advertising in all fields.
CARMELO CAMMARDELLA, CEO AND FOUNDER OF THE AGENCY, TALKS TO US ABOUT HOW A WINNING PRODUCT IS BORN AND STRUCTURED, AND WHAT THE STAGES OF ITS CREATION ARE
Above,Filippo Cammardella, Account Supervisor
TV KEY: HOW DOES THE STRATEGIC PATH OF AN IDEA DEVELOP?
Carmelo Cammardella: “An idea, to be pure, must originate from deep within, but it must also be contextualized. As far as I’m concerned, this process doesn’t happen in front of a computer but by living among people and trying to understand their thought processes. Today, digital platforms provide the opportunity to understand people and comprehend the different social layers. And that is the foundation of FRI Communication’s work: when we create something to sell a product, we must demonstrate to the client who entrusts us with their brand that we understand the people, the consumers. In our agency offices, we always have a separate room where creatives collaborate through continuous and direct brainstorming, bringing to the table what I call ‘pure knowledge of life.’ Communication is not made up of arbitrary words. And above all, the creativity that emerges from it should not be like the flight of a butterfly. It is too simplistic to allow clients to fly without making them understand that the risk often lies in burning their wings. To build and develop a strategy, it is necessary to delve into every subject and thought, and then arrive at the final core of the requested product. This is how FRI constructs its strategy.”
TV KEY: HOW DOES YOUR WORK RELATE TO CLIENT REQUESTS?
Carmelo Cammardella: “What we try to do each time is to build an identity for each client. Then we proceed to create the story, which we transform into the right message for each request in a second step. Today, communication, particularly, involves understanding that the target audience is now segmented. Every product involved in a campaign has a much shorter lifespan compared to the past. We live in a multicultural society, and we cannot avoid understanding all its facets. Fortunately, the digital aspect allows us to experience and navigate through interactive platforms where the world moves, giving us a broader perspective to satisfy all the brands that trust us. The society itself often guides us. With clients, we prefer to have an equal dialogue. And when we are asked to delve into the details of our work, we always explain that, in reality, every little part of the implemented strategy is interconnected. It is a combination of elements that follow a unique and distinct trajectory each time.”
TV KEY: WHAT SHOULD THE NEW GENERATION OF CREATIVES NOT FORGET OR LEARN?
Carmelo Cammardella: “FRI has long laid the foundations for the continuous and direct training of young creatives who want to work in the field of communication: FRI Academy is a virtual space in the minds of those who work with us, expressed through ongoing research and experimentation, driven by increasingly innovative phases. Our Milan office, in particular, hosts a team with dynamic and proactive ideas, primarily operating through new technologies. This is because we always want to give new projects the opportunity to make their way. I often say that experience comes from having lived life with full passion. Ideas arise from within, and if there isn’t a dimension rich in emotions and experiences, the effectiveness of every constructed message is partly lost. I always tell those who work with me to try to taste life in all its manifestations, breaking down the barriers of superficiality. One must approach every job and project as if playing in a final. And one absolutely cannot afford to lose. Today’s youth are aware of the speed at which messages are generated and absorbed. Our Milan office is the expression of a shared dream, and that’s why we strive in every way to remind those working there of the importance of creating a model that leads us towards internationalization. We believe that an agency must approach clients and consumers on various fronts but in a strong and profound manner.”
Above, the Milan office
TV KEY: LET’S TALK ABOUT THE PRESTIGIOUS AWARD YOU RECEIVED, THE EXCELLENCE KEY AWARD. WHAT DOES IT CORRESPOND TO?
Carmelo Cammardella: “This award is based on the journey that FRI Communication has undertaken over the years, particularly in understanding the implemented styles that have created alternative paths. What we have done is create a true and valuable asset. Creativity is much like searching for water in the desert. It is undoubtedly a challenge, but it must be found at all costs. Even the concept of sales, as we understand it, falls within these parameters. Advertising should always stimulate sales at its core, and what we are trying to bring forth is differentiation among various options. With artificial intelligence, FRI aims to explore other areas of connection related to the consumer’s final choice. Our system of action and collaboration does not originate from any database. Databases humiliate creativity. Today, as we envision it, a creative is a strategist who has constructed within themselves a series of phases leading them to be sensitive to the global vision of what is needed for effective communication. I would also like to thank my wife for everything she has done and continues to do for me. Additionally, I thank all the collaborators who, like me, believed in this dream, putting in the passion that made achieving this milestone possible.”
TV KEY: WHAT IS THE SECRET OF EFFECTIVE COMMUNICATION?
Carmelo Cammardella: “Well-executed communication leads to product purchase and, consequently, trust in the product, positioning those who created the campaign differently from their competitors. This occurs when marketing objectives are transformed into creativity. We often work on the profound emotions of communication. In our modus operandi, we strive to train the client’s mind and, consequently, the consumer’s mind, to see things while maintaining great flexibility. This leads to a well-defined style and a personality that arise from the passion for this work. FRI focuses on building this passion and the resulting model. We always look at the consumer from two perspectives. The first is their everyday life, and the other, more hidden, belongs to the digital sphere. In the past, there were standardized behavioral modes, but today, we are surrounded by influences, and we must take them into account. What we continue to work on, and what we will always carry as a profile of our agency, is the effort to build healthy advertising and communication that are capable of telling a life story. Creativity, as time has taught us, is the maturity that comes from experience; otherwise, as I always say, everything is resolved with a simple joke.”