Advertising

Course leader


Gianpietro Vigorelli


Creative director


Class of 1951, Gianpietro Vigorelli is a benchmark for Italian advertising in recent decades. During the course of his career, he has stood at the helm of the most important and creative agencies. In 1987, he was Creative Director at Saatchi & Saatchi Advertising, where he created a series of commercials directed by Woody Allen for the Coop in 1992. In 1994 he joined to Young & Rubicam and he created commercials for Barilla, with directors such as John Landis. In 1997, he and his partner Maurizio D’Adda co-authored that year’s edition of the Italian popular San Remo music Festival. In the same year, he and two longstanding friends, Maurizio D’Adda and Riccardo Lorenzini, set up their own agency. In 2000, he was Vice-President and Creative Director of DLV-BBDO, as result of the agency’s merger with BBDO Italy. As a director, he created advertising campaigns for Danone, Philips, Pirelli, Renault, Motta, Pupa, Barilla and Tè Ati. In 2010, he retired as President of BBDO to work as a promotion consultant at world level. His first job was as a lithographer.

Curriculum


If you want to get to the top, learn from those who are already there. Our students have a chance to acquire a fully-rounded vision of new approaches to brand building, working side by side with the professionals who lead the way in today’s market. The course analyses communication techniques that support the brand, including some that are less frequent – but crucial – such as crisis management and defense methods against fake branding. At the end of the course, students will have a clear appreciation of the state of the art of advertising.


Topics

• Briefing
• Product characteristics analysis.
• Stimulating ideas techniques.
• Copy-writing.
• Art direction.
• Layout and storyboard.
• Presentation.
• Idea viability (campaignability).
• Production.

Design lecturers


Learning directly from practitioners is the best way to pick up the most advanced visions and methods at source. Unlike conventional Masters, the Raffles Milano Masters bring hands-on knowledge direct into the lecture theatre, with ten market leader agencies occupying the lectern in the course of the ten months.


Lecturers in method


There are some kinds of practical and theoretical knowledge and abilities that cannot be learned overnight, but need tailored tutoring. You never know when you will need them, but one thing is certain: you will.


Giovanni Pelloso
Historian and photography critic


Roberta Maddaloni
Executive coach


Massimiliano Pappalardo
Executive coach


Gianfranco Mele
Executive coach


Emanuele Baj Rossi
Executive coach


Firms


In nearly thirty years of work, the Raffles Group has built up a substantial network of partners that participate in our three-year and Masters courses. These firms’ reputations and the quality of the relationships e have developed with them are a guarantee of a decidedly fertile meeting between education and business.