Interview with Ugo Lanaro, France

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Ugo Lanaro

Ugo’s copywriting style is simple and straightforward, which allows him to craft Big Ideas that have a real impact on the way we live.

Interview with the 2021 NYX Marcom Awards Winner - Ugo Lanaro

1Please give us a brief bio of yourself and your background.

i'm French, i grew up in New York for about 10 years before moving back to Paris for 8 years. After realizing the course I was doing wasn't for me, I left to Singapore for a year where my teacher directed me to the advertising industry. From there, I went to Madrid for a year where I learned the basics of advertising in Miami ad school and moved back to New York where I met my art director which I won the award with. Travelling is what gave me a global vision and understanding of the industry as well as the love of having ideas that could potentially drive people to a more healthy lifestyle.

2What led you to become a marketing communications professional?

Traveling around the world at a very young age made me realize the importance of the "perception of things" people have in different countries. Marketing can be very different from a country to another following the theory of the 9 and the 6. When I understood that something in Africa could mean something totally different in Asia or in America, I fell in love with marketing and advertising.

3What is your role in the agency, and what traits should a marketing communications professional possess to be successful in their role?

I'm a copywriter, I get the concept and the general idea of the campaign and take care of all the voices of the campaign. To me, a marketing professional should mainly be opened minded and understanding of her/his environment.

4Tell us more about your agency/company.

I'm a student! Open for work tho.

5What is your own definition of marketing communications?

Marketing communication is a shameless conversation. No filter, no frontiers, you can always jump back from something your partner said. It's very important to be open and to think out loud, great ideas come from humans conversations.

6Describe your marketing communications style and its main characteristics.

I would describe my style as pretty simple and straightforward and yet very visionary. I like big ideas that can have a real impact on the way we live.

7Tell us about your ideation process.

The way i process ideas is pretty simple. I would read the brief again and again to a point where I could even read what's not written. Then we would discuss it with my partner for hours and have a real human conversation about it. The conversation can be close or far from brief but always with the following lead and no barriers to our thoughts.

8Congratulations! As the winner of the NYX Marcom Awards, what does it mean for you and your team to receive this distinction?

The trophy is never the trophy. The real distinction is to know you are fine at what you are doing and that other people understand what you want to say. I am very humbled and honored for winning at the NYX Marcom Awards.

9What are the challenges of your winning entry(s)?

The challenges are always time and time. We can always improve our work and spend more time on it. An idea as no end, the challenge for us was to be satisfied enough with the campaign to submit it before the deadline. But with a step back there are still a few things I would improve haha.

10How has the country you are based in helped during your ideation process?

The country I am based on right now is France and my art director is still between the US and Peru. We were very lucky to be able to have these three different points of view and way of doing things. It helped us understand that some things that might work in a country might not be welcomed in another. And so the challenge was to find the right balance.

11What are the current trends in the marketing communications industry that you are most excited about?

I love the digital. Again, the digital has no end and we are just at the beginning of it, we just discovered about 10% of the full potential of a big world, I am excited to be that young in such growing industry, there is still a lot of things to discover for us and that's what is driving us to do better all the time.

12What are the top three (3) favorite things about the marketing communications industry?

- Communication itself

- Different perspective of each and every one of us

- The excitement of discovering new ways of doing things

13What resources would you recommend to someone who is searching to improve their marketing communications ideas and concepts?

i would really recommend classic things such as reading ( someone who is a good reader can articulate their mind in a better way than someone who isn't.

Also, move and travel as much as they can, discovering new images, new tastes, and a new perspective is really what makes a good creative.

14What is your key to success? Any parting words of wisdom?

The more we grow the more digital we go, in 10 years the digital and the PR experience will take the spot of the TV commercials as well as the radio ones.

15Do you have anything else you would like to add for the interview?

I'm 23 years old so I'm really not the best person to talk about success but for the sake of it I would say that success is about inspiring others. As long as you inspire people to do better, you win.

Winning Entries

Beat the road | 2020

Beat the road | NYX Marcom Awards

The 2020 stays-at-home orders transformed our lives from active to slightly sedentary. Despite the changes in listening behaviors people are...
(read more at NYX Marcom Awards)

Ugo Lanaro

Ugo Lanaro is a talented copywriter based in France.