Vogue Italia Names Johannes Leonardo Co-founder Its New Creative Director

By Patrick Coffee Comment

Ferdinando Verderi, co-founder and executive creative director at Johannes Leonardo, has accepted the role of creative director at Vogue Italia, the Italian version of the celebrated, 127-year-old fashion magazine.

Agency leadership announced his role in an all-staff meeting this Monday, sources said.

He succeeds predecessor and frequent Madonna collaborator Giovanni Bianco, who left in March to focus on his own New York-based creative agency, GB65. Parent company Condé Nast confirmed the news today.

“Ferdinando’s vision and his experience in the development of progressive creative ideas will bring a crucial contribution to the growth of the Vogue Italia brand in all its facets, from print to digital to all creative platforms,” read a statement from editor in chief Emanuele Farneti. “We wish him all the best on his new job.”

The role may seem unusual, but Verderi has long collaborated with fashion brands such as Alexander Wang, Versace and adidas Originals. His close relationship with the latter brand also led to a lasting partnership with Johannes Leonardo. (It is currently the agency’s largest account.)

An adidas Originals spokesperson declined to comment on the news.

Verderi and other agency principals were not available for comment. An agency spokesperson, however, confirmed that he will retain his ecd title and continue working at JL while effectively holding a dual role. The Italian-born Verderi often travels to Milan, a center of fashion where Vogue Italia’s headquarters are located.

The executive is a close partner of Donatella Versace—and, as one can see from this portfolio, his consumer work bleeds into the world of high fashion.

Here is one example of a campaign promoting Versace’s 2018 line.

Verderi’s work has won awards at all major ad industry festivals. In his other life, he is represented by talent agency Art Partner.

Johannes Leonardo most recently won attention for buying back an unspecified portion of the 49 percent of its company owned by WPP and scoring lead creative duties for Volkswagen in the U.S.

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