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The reason for the separation, which saw the client roster divided up evenly, according to Longari & Loman BDDP president Mario Labella, was that ‘we discovered we were completely different in our approach to the advertising business. BDDP has an aggressive touch I don’t share. I prefer clients to call us than the contrary.’ Meanwhile, the agency’s ceo, Mark A. Bell, was named BDDP’s president and ceo.
‘In any case,’ said Labella, ‘our partnership with BBDP is not ended at all. We’ll continue to work in Bologna in our style, while Mark will operate in a more congenial way for his own experience.’
Aiming for a creative renaissance, BDDP has attracted two of Italy’s hot creatives, Emilio Haimann and Marco Ravanetti, both from Canard/Ayer. Haimann and Ravanetti assume roles as creative directors and will be on the board of directors.
‘The goal of BDDP is to create an agency which does not just produce advertising,’ said Bell. ‘In fact, we want to be our client’s partners: partners who help them communicate their brand or corporate vision. And all this by being the only agency whose philosophy and subsequent methodology is to disrupt the marketplace to become our clients’ most valuable partners.’
Fabiana Giacomotti reports on advertising for Italia Oggi.
Copyright Adweek L.P. (1993)
