#DMWF Quick Fire Interview: 7 Questions With Stefano Marrone
1. What are you looking to get out of #DMWF Global 2019?
DMWF always brings in such a wide variety of businesses – both agency-side and client-side. We’re excited about connecting with people and having some good in-depth discussions – particularly around keeping the human component front and centre in digital marketing.
We’re looking forward to exchanging ideas, being challenged, and hopefully doing a little challenging of our own.
2. Could you define what your job role as Creative Partner at Nucco Brain details and your day to day routine?
I’d say it’s less of a routine, and more of a whirlwind.
We’re lucky to have quite a wide range of clients – and that keeps me on my toes. And it’s that variety that I love – it means work never gets boring. Everything we do is fuelled by a tremendous curiosity.
For me, the most important part of my day-to-day is overseeing our creative projects and making sure the storytelling component is front and centre. It’s what we’ve built the agency on, and it’s still the guiding principle – no matter the technologies or media landscape.
So I might start the day in a brand strategy session, but by the end of the day, I’ll have tweaked client proposals, explored marketing opportunities for the company, and joined creative brainstorming sessions with our creative directors.
Sometimes it feels a bit like I have to block out time to breathe, but I really do love every single moment of what I do.
3. Could you elaborate on some of the current initiatives Nucco Brain is working on in the space?
2019 has been a huge year for Nucco Brain already, growing current accounts and taking on new projects that are expanding our creativity and technical expertise.
Over the past six months, we’ve been building a VR learning platform with a top American university. It’s an immersive, first-person experience that helps students experience the historical Gaspee events and learn how they shaped the US history.
Our relationship with HMD/Nokia Mobile has grown to include animated content creation. Part of that has been explanimations for their insurance program that you can watch here.
We’re also expanding our client base to industry-leading B2C clients, including Adidas, Facebook and Merlin Entertainment.
It’s crazy to think we’re only in May! We’re excited to see the projects still to come for the rest of the year.
4. What have customers been saying?
Our long term accounts,
like DeBeers and HMD/Nokia Mobile speak for themselves for our ability to
deliver quality projects and grow client relationships. Beyond that, we pride
ourselves on creating a lasting impact for our clients through technology-led
visual storytelling that solves clients’ problems. Which, not so incidentally,
are two of our company’s core values.
Here’s a few soundbytes:
‘Nucco Brain’s insights have contributed significantly to our wider content strategy. It’s helped us rethink our approach to content – and it’s massively increased our visibility.’
- Pete Wilson, Digital Communications Manager at Innovate UK
‘Without question the best agency I have ever worked with, both as a partner agency and as one of their clients. Their upfront, honest approach is everything that many agencies claim to be but fail to deliver on. As for the end result of their work, their portfolio speaks for itself on that matter!’
- Anonymous, (The Drum Recommends)
5. How has the technology landscape changed over the past 5/10 years in your opinion and what should we be looking out for next?
What excites me is that now we’re seeing a larger trend back towards quality content.
Technology used to be all about the platforms, but people are starting to realising that it doesn’t matter how many hours of content are uploaded – if it’s not good, nobody’s going to care about it. Only a few years back, the recommended length of a YouTube clip was 2 minutes – now it’s 10 minutes.
So it feels like we’re finally using technology in the right way – to enable better stories to be told rather than obsessing over the tech. It’s a healthier place where tech is recognised as an enabler – a means to an end rather than an end in itself.
6. What is the most exciting use case you have seen in this space so far and why?
Unit 9 created a really amazing digital video recently, The Voice of Trans, for International Transgender Day of Visibility. It was super creative, and really well done, illustrating some of the kind of heartbreaking discrimination trans people face on a daily basis. It was incredibly powerful.
And I think that represents one of the best things about digital messaging – the ability to challenge old school social norms or taboo topics.
Through digital, we’re able to give a voice to a wider variety of people – and especially people who didn’t have one before. It means more minorities are able to contribute to the conversation, which I think makes us richer as a society.
Of course, we’re still figuring out how to manage the negative impact that can have – that it also gives a voice to crazy hate groups – racists, homophobes, transphobes, etc.
But I’m inspired by activists like Greta Thunberg – making a real difference in society’s attitudes – and seeing brands becoming more willing to make a stand for their corporate social responsibility.
7. What does the company’s general roadmap look like for the next 12/18 months?
2019/2020 is an exciting time for us. We’re expanding in the US and the EU – I just realised today that we’re spanning seven time zones now, from New York to Poland. It doesn’t matter that half of that’s ocean. I’m claiming it.
As we’ve been doing more and more in the VR and AR space, we’re strengthening our offering, building a seamless production pipeline. Part of that’s been helped by developing our true-time rendering capabilities, which is a production process that we’ve developed that allows us to create digital assets more quickly, and in greater volumes.
When it comes to meeting our clients’ content needs, we’re finding that quality storytelling is the key differentiator for communications, both internally and externally. That means we’re taking a more horizontal approach to serving our clients – creating quality content that’s valuable and effective across different media outputs.