![[AdStory] Marco Cremona (Y&R Moscow): What’s great about working in advertising is that we get paid to be curious](https://media.iqads.ro/2013/01/photo-large-24886-cover-850.jpg)
Marco Cremona (Executive Creative Director, Y&R Moscow) started working in advertising in Milan, where he was a copywriter at his father's advertising agency. Later on he moved to Brazil, then California, and he is now writing us from Russia, a place he describes as “the land of the best copywriters of all times - from Tolstoy to Cehov, and Goncarov to Dostoievski”. We invited Marco to share with us via AdStory more about the things that influence his award-winning work (Cannes, Clio, Epica, Eurobest, NY Festival, LIA), his opinion on advertising and clients, sources of inspiration and favorite campaigns.
I grew up on the streets of Milan. As a child, I dreamt of becoming a soccer player.
The craziest thing I did in high school was to cook pasta in class during a lesson. During college I used to be in the rowing crew.
I decided I wanted to work in advertising When I saw my dad wearing jeans and a T-shirt for work while everyone else was wearing jackets and ties.
My current relationship status with advertising: engaged.
What is great about working in advertising is that we get paid to be curious. What is great about Y&R Moscow is that it yearns creative growth.
The work I am most proud of is Telecom Gandhi, a TV campaign shot by Spike Lee in 2005.
The most rewarding moment in my career was my first Cannes Lion.
I love to fish insight from my 5 brothers and sisters, who represent 5 different generations: 43, 26, 14, 4 and 1 year old.
Great creative campaigns have in common the element of surprise.
The best clients are the ones that dare. The worst clients are the ones that think about their 3 year economic growth and not the brand they work for.
I feel most frustrated when great ideas don't see the light of day.
In my opinion, the best ad campaigns of all time are:
TVC: DM9 Folha de Sao Paulo 'This man'. Little budget, astonishingly big idea.
Online: Santo's Arnet 'Todos por um pelo'. Unexpected, hilarious mechanism.
Print: Sholtz & Friends Bund 'Every 60 seconds'. Superb literal execution of a mere fact.
Unconventional: Almap BBDO Billboard 'Music, see what it's made of'. Engaging, simple and funny.
Brand Communication: W+K Old Spice 'The man your man could smell like'. It revolutionized the category.
The best piece of advice I ever received from someone in the industry is 'If you're not happy where you work, there are two possibilities: either you're not good enough to make things work or you're not good enough to find another job.'
The best sources of inspiration for me are cartoons, blogs and archives.
In my browser history you can find things you might not want me to describe here.
Here is an old picture of me and my grandma 33 years ago. She's now 89 and I'm 40. The longest lasting love in my life.
