Cinque domande a Ivan Raszl, l’uomo che disbanded le testate di pubblicità.


Ivan Raszl è l’inventore di Ads of the world,il più importante sito/blog sulla pubblicità del mondo. E’ importante perché ci vanno tutti: aspiranti creativi e direttori creativi, junior, senior, clienti, curiosi. 40.000 visitatori singoli giornalieri: nessuno ha mai dato un’esposizione simile alla pubbblicità. Ognuno può lasciare un commento o un voto e leggere cosa gli altri pensano del lavoro proprio o altrui. Incuriosito da questo successo planetario, ho fatto alcune domande all’uomo che vede e seleziona migliaia di pubblicità al mese e quindi dovrebbe avere – rispetto a tutti noi – una vera visione globale della pubblicità.

Ted: Quando hai capito che AOTW stava diventando un fenomeno importante?
Ivan: AotW was important for me from day one. But I realized it has become a factor in the industry when I started seeing creative CVs listing the appearance on Ads of the World as an achievement. At that point I realized that I have a responsibility here that goes beyond my own playground.

Ted: Chi decide quali lavori pubblicare nel blog?

Ivan: I do. When I’m in doubt I have a circle of friends and bloggers who occasionally give me their votes. Frederik Samuel from Canada, who does Adgoodness.com is one of them.

Ted: Immagino che quelli di ARCHIVE ti odino. Lo pensi anche tu?
Ivan: I have full respect for Archive, it’s a beautiful magazine, but it’s too expensive and slow in 2008. They wanted to buy me off because there were people within the company who saw the potential, but Mr Lurzer didn’t have the cash to buy me off.
I used to receive many emails from our members who told me they stopped subscribing to Archive, but not anymore. I wonder if they have any subscribers left. ;). I read on their site that they have 15 thousand subscribers for their quarterly magazine. And, I thought that’s really low, because we have more than 40 thousand unique visitors per day! So I guess Archive doesn’t hate me, they hate the internet as a whole. They hate change as every old company. They will never go away, but they will have hard time growing unless they do what every smart publisher does nowadays. They have to reinvent themselves.

Ted: In quanti lavorate per AOTW?
Ivan: It’s just me as editor and webmaster and my parter from 2bits.com who does the backend and development of the site. We had to move servers 3 times and we went through one major engine upgrade too. There is so much technical stuff that you need to take care of when you have big traffic.

Ted: Indicami almeno un Cannes Winner tra i pezzi pubblicati nel tuo sito.
This campaign from Fortune Promoseven Dubai received great feedback from the advertising community and great rating too. I think it will win at least a silver at Cannes this year.
So many good campaigns coming out of the network since then. Again, it has been proven that people are the most important in an agency, nothing else.

Ted: tu che hai una panoramica globale, prova a dirmi: cosa c’è che non va nella pubblicità italiana? Perché facciamo così ridere i visitatori del tuo blog? (succede sempre, ndr.)

Ivan: Italy is not that bad. Your thinking is different. What’s funny, cool or smart for you isn’t so funny, cool or smart for an international audience. Italy has a very special subculture that references itself and nobody from outside gets it.
Indian advertising has a similar bad reputation as Italian advertising. But they have a very different issue. In India you find literally thousands of exceptional creatives, who produce excellent work that can be understood internationally as well. But for every such brilliant mind you will find a thousand desperate students and early professionals at the beginning of their careers trying to get as much exposure as possible. So they push their work like crazy even though it’s not at a high level yet. This lowers the Indian average. I fully understand the reasons for this. India is probably the most competitive regions in advertising and many people literally do ads to feed themselves and their families, unlike the in the West where adman do ads to support their lavish lifestyle.

Ma Ivan, io non ti avevo chiesto dell’India. In ogni caso, thanks. Ho dimenticato di chiederti se sei Disbanded: semmai un’altra volta.

Elvis has left the building.

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7 comments

  1. ok. sarà pure l’uomo che disbanded le testate di pubblicità e le sue parole quindi suonano come oro colato… ma noi italiani, quando la smetteremo di piangerci addosso?Certo, quando si vedono alcune cose un pò si diventa scettici e delusi, ma il successo never comes alone: è il rislultato di tanti fattori che voi sapete spiegare meglio di me. detto questo, niente da dire contro l’india, ma non credi siano meglio di noi italiano però. Si vede che sanno vendersi bene ed il fenomeno Bollywood spiega in parte questa filosofia. Buon week-end a tutti io mi prendo un pò di tempo per riflettere, magari vado in India, lontano dalla tecnologia! L

  2. “Italy has a very special subculture”. Infatti andiamo un sacco a ”scermescheik” alle ”maldives” a ”lampe” e in ”costa”.

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