Invisible to the eye

Francesca Pezzoli

Francesca Pezzoli

I can sum it up in two sentences, one at the beginning and one at the end. At the beginning, I say that “What is essential is invisible to the eye”. It is taken from Antoine de Saint-Exupéry. In the big circus of communication I am an account manager, a tightrope walker that keeps the balance between clients, the creative staff, suppliers and companies. After graduating in Communication Science and a Masters in Brand Communication, I worked with various advertising agencies in Milan. I then started at Multiconsult which for me was a development and window towards the future. Communication begins with a strategy, followed by a development plan, and culminates in a solid and effective creative process. We have traditional marketing clients that ask us to look after their communication, then there are others where we previously only handled communication and now need us to consult on marketing. For us, raising the creative bar is a testing ground. All communication is a coordinated image project, where I like to say that creativity is applied, to become a tangible and effective message. It’s not just about project design, communication is really about action. An account manager needs to be flexible, so as to adapt and meet the requirements of different clients. But then you also need to show that you are capable of understanding. In this way, an account manager can calibrate the tone of a message, even in the smallest projects. I end off with the words of John Lennon: “Everything will be okay in the end. If it’s not okay, it’s not the end”.

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