FRI: THE SECRET OF A UNIQUE STYLE
Publication OCTOBER 2021 | FRI COMMUNICATION
mediakey OCTOBER 2021 | AGENCY OF THE MONTH
by FABIANA D’URSO
ABOVE, ‘FRI VIRTUAL STAGE’, A FORMAT FOR VIRTUAL EVENTS THAT COMBINES INNOVATION WITH INTERACTIVITY.
FRI. THE BIRTH OF A UNIQUE STYLE
ANTICIPATING TRENDS, EMERGING CULTURAL CONSUMER SIGNALS TO IDENTIFY NEW FORMS OF COMMUNICATION: THIS IS FRI’S VISION. FRI COMMUNICATION IS AN INNOVATIVE AGENCY SPECIALIZED IN OMNICHANNEL OPTICS ACROSS THE FIVE AREAS OF BRAND, COMMUNICATION, ADVERTISING, EVENTS, DIGITAL, AND SOCIAL MEDIA.
FRI COMMUNICATION IS A CUTTING-EDGE ENTITY WITH A METHODOLOGICAL APPROACH THAT PLACES THE CONSUMER, TRENDS, LIFESTYLE, AND NEW PURCHASING HABITS AT THE CORE, IN A RAPIDLY CHANGING MULTICULTURAL CONTEXT.
All this comes under the guidance of founder and Creative Director Carmelo Cammardella, unique in vision, passion, and professionalism.
HOW DOES FRI COMMUNICATION OPERATE IN THE MANAGEMENT OF CREATIVE STEPS?
“I don’t release work if it doesn’t align with the agency’s style that I have created. In this regard, I have always been very consistent because there are years of experimentation and research behind our symbol. My personal vision through the work we do aims to become a shared vision so that anyone who comes into contact with us can embrace the same dream. What matters most to me is that no detail is lost or neglected for each project. It is crucial for the work to always be a team effort. I have chosen not to walk the same path already taken by other communication agencies many times over, but to create a new agency model, going against the current to innovate. FRI Communication is an alternative, modern agency, a hybrid of thoughts, cultures, and new forms of communication, speed, proactivity, and results.”
Above, Carmelo Cammardella, Administrator of FRI Communication
HOW DID FRI COMMUNICATION COME TO BE?
“It was born in my mind since I was a child. I was born in Palinuro. My parents had a renowned hotel that was frequented by important people, especially those connected to the world of entertainment. I always had a passion for photography and cinema, but my father wanted me to become a skilled surveyor. I tried to satisfy both, my father and my inclination towards cinema and photography. My adolescence was spent with cameras, self-made projectors, and short films. The idea of innovation was already present in me. Then I arrived in Florence where I had my first experience in an advertising agency. In a very short time, I became the main promoter of ideas and projects. It was natural to pave my own path, which I still enthusiastically tread on today, with the desire to discover.”
THE WAY OF COMMUNICATION IS CHANGING VERY RAPIDLY TODAY.
“In the 1970s, there was complete freedom. The 1980s, on the other hand, were the foundation of creativity. During that period, advertising agencies were somewhat carriers of knowledge. In the 1990s, marketing arrived on the art directors’ desks with all its indications tied to rules that led to a well-defined strategy. Today, we can say that we are in the era of total, if not global, communication. Society is changing very rapidly, just think about how the pandemic has deconstructed and recreated the ways of advertising and, above all, organizing events. New technologies form the basis of a context that is constantly being renewed. We need to be very fast and have a vision that anticipates what will happen. It is also true that each agency operates with its own mechanisms, but we know that the channels to go through are always the same. And that is why innovation is fundamental today. The importance of being able to intercept our consumers within a market is a responsibility that must make room for action. We must be able to offer a vibrant experience that is much closer to the needs of the consumer, and especially to those who entrust us with their brand.”
Above, on the left, the first FRI event (1980). On the right, curiosity and the first movie camera (1970).
BEING ABLE TO INTERCEPT WHAT PEOPLE WANT. HOW DOES FRI COMMUNICATION WORK ON THIS?
“What I have understood and gained, after many years of experience in this field, is that people are looking for a healthy lifestyle, especially today. And I believe that in this case, the brand has fundamental value. I often like to tell young creatives who come through my office how important it is to look to the past in order to interpret the present in which we live and work. And what I always say is that if we can decode history today, it’s because throughout the centuries, people have left a mark but have always innovated. The brand has a great responsibility because a product is sold well only if communication is deeply structured in the right way. And it is the future that FRI Communication works on, always and with an almost tireless team.”
THE DIFFERENCE BETWEEN IDEA AND CREATIVITY?
“The idea comes first, and then creativity follows, and then advertising, which is a true discipline that is cultivated day by day. Creativity is like the dress that is sewn and tailored to ensure that the idea is in line with the required style and, above all, that it can represent the project for which it was born, communicating it in the best way possible. When we decide to pursue an idea, we always do so by studying the culture in which we live, the trends, and the evolving stages of the continuous market demand. Although I believe that the digital revolution and ever-expanding technology will change the means of communication, they certainly cannot alter the cultural approach. Looking at society through the eyes of someone involved in advertising means capturing what is needed and presenting it in the right way, using state-of-the-art techniques. This is part of our vision.”
“Diabetes on TV,” a web TV platform for the health and wellness world entirely dedicated to diabetes created by FRI Communication.
PASSION IS THE FORCE THAT DRIVES CHANGE. FRI COMMUNICATION: AN INCUBATOR OF INNOVATIVE EVENTS.
“We have always been pioneers in this regard. I remember the first event organized in the 1980s, but I can say that the technologies were not what they are today. In 2011, we launched the first virtual event long before it became a dimension to be addressed in our field. This proved to be significant when the pandemic brought everything to a halt. FRI Communication was already prepared to support the work done in the absence of live operations. We organized ourselves and worked hard because we had been ready for a long time. What we partly did was draw from the past, from our experience. I love to experiment and try to bring the background I have from cinema, television, and photography into my agency, especially in the choice of always working as a team. Everyone must contribute together and with great humility. I consider myself a simple person, but I have a great passion for my work and always try to transmit it to others. Working on a project means conveying all the energy we are capable of to the client in such a way that the final result always touches the heart. I admit I am almost maniacal about this.”
EXPERIMENTING IN THE FIELD OF COMMUNICATION.
“The experimentation of a message should always be done well in advance. I am convinced that the agency of the future must always engage in dialogue with the client, being on the same level, so that there is continuous and productive interaction. The agency must not only be innovative but also a bearer of ideas. This is an almost obligatory step for the simple reason that an agency, to maintain its status over time, has gone through many experiences and hundreds of projects, making it well-trained to recognize the right path for those who entrust themselves to it. We know very well that in this world, messages and communication have a very short lifespan. Therefore, we need to ensure that what we want to convey does not run out at the wrong time. At FRI Communication, we love to ‘be chased,’ in the sense that we consider ourselves innovators and want to be recognized as such. This is part of our experience, our DNA. Today’s society is like a constantly running engine that automatically renews itself. This means that to communicate with people, we must know them, frequent the digital squares that host the world and outline the new frontiers of communication. How can we expect to communicate if we don’t know the consumers?”
“Working on a project means delivering to the client all the energy we are capable of in such a way that the final result always touches the heart. In this aspect, I admit I am almost maniacal.” In the images, in order, the headquarters in Florence and the one in Milan.
STORYTELLING AND NEW COMMUNICATION APPROACHES.
“We must fully embrace new technologies. Brands must be proactive in this regard. The soul of advertising must now embrace the new visual mode of expression that it carries. I believe that happiness has always been sought after, and products are the essence for people and represent a lifestyle; that’s why they need to be innovated. The objective is always at the forefront and never separated from innovation. We must speak to people about reality in the most ‘real’ way possible. Today’s audience is well-informed about everything, and that’s why techniques evolve. What I always say is that I am fortunate to do the job I love the most. And that’s why I have created a method that merges into the context, analyzes and studies everything before implementing any creative approach. An agency can consider itself innovative if it has a model focused on achieving results, anticipating the future. FRI Communication is that today.”