Duration

10 months

Credits

60

Start date

October

Language

Italian/English

Master course Raffles Milano

Advertising

A vocation for the future

Duration

10 months

Credits

60

Start date

October

Language

Italian/English

Course leader

Gianpietro Vigorelli

Ten amazing months. Ten top-level agencies in the lecture theatre, one every month. Ten unique chances for learning by doing, elbow-to-elbow with the best. The Raffles Milano Masters: someone has come up with them at last.


Why?

Why?

The monolith is crumbling. Advertising is looking out for new ways of reaching people, who are more alert and streetwise than in the past. Once, there was plenty of money and a few media. Today it’s exactly the opposite and from the solid block of rules and methods of the past we now have to progress quickly to an advertising that can flow like a liquid into all the spaces made available by technology.


Course leader

course leader

Course leader

Gianpietro Vigorelli

Creative director

Class of 1951, Gianpietro Vigorelli is a benchmark for Italian advertising in recent decades. During the course of his career, he has stood at the helm of the most important and creative agencies. In 1987, he was Creative Director at Saatchi & Saatchi Advertising, where he created a series of commercials directed by Woody Allen for the Coop in 1992. In 1994 he joined to Young & Rubicam and he created commercials for Barilla, with directors such as John Landis. In 1997, he and his partner Maurizio D’Adda co-authored that year’s edition of the Italian popular San Remo music Festival. In the same year, he and two longstanding friends, Maurizio D’Adda and Riccardo Lorenzini, set up their own agency. In 2000, he was Vice-President and Creative Director of DLV-BBDO, as result of the agency’s merger with BBDO Italy. As a director, he created advertising campaigns for Danone, Philips, Pirelli, Renault, Motta, Pupa, Barilla and Tè Ati. In 2010, he retired as President of BBDO to work as a promotion consultant at world level. His first job was as a lithographer.


Professional opportunities

Professional opportunities

We don't want to raise executioners of theoretical paths built somewhere else by others, but active, effective, responsible advertisers who are ready to take on the burden of every stage of developing an idea, from briefing to publication, and feedback gathering . At the end of the course, students will be able to find work in major Italian and international groups, service companies, consultancy offices and also NGOs and research institutes, as well as accepting the challenge and setting up their own business.


Who should attend

Who should attend

This course is intended for students with a first-level degree and/or professional experience in areas related to image design, advertising, communication and marketing and in general for everyone who thinks that communication is a viable career choice and a strong aid to individual growth. Participants include as well as copywriters, art directors and account executives of the agencies of the future, but also aspiring corporate communication managers.


Curriculum

Curriculum

If you want to get to the top, learn from those who are already there. Our students have a chance to acquire a fully-rounded vision of new approaches to brand building, working side by side with the professionals who lead the way in today’s market. The course analyses communication techniques that support the brand, including some that are less frequent – but crucial – such as crisis management and defense methods against fake branding. At the end of the course, students will have a clear appreciation of the state of the art of advertising.


Topics

Topics

  • Briefing
  • Product characteristics analysis.
  • Stimulating ideas techniques.
  • Copy-writing.
  • Art direction.
  • Layout and storyboard.
  • Presentation.
  • Idea viability (campaignability).
  • Production.

Endorsements

Endorsements

For the quality and effectiveness of its didactic model, this Masters course has been endorsed by:

ADCI

ADCI

Art Directors Club Italiano

adci.it

Design lecturers

Design lecturers

Learning directly from practitioners is the best way to pick up the most advanced visions and methods at source. Unlike conventional Masters, the Raffles Milano Masters bring hands-on knowledge direct into the lecture theatre, with ten market leader agencies occupying the lectern in the course of the ten months.

M&C Saatchi
Project

M&C Saatchi

Advertising agency

mcsaatchi-milano.com

M&C Saatchi’s Italian office opened in Milan in 2010 as an entrepreneurial start-up of five professionals with consolidated experience. Carlo Noseda, Managing Partner, Vincenzo Gasbarro and Luca Scotto di Carlo, both Creative Partners, Silvio Meazza, Interactive Partner, and Jonathan Grundy, who together decided to create a “silo-free space” for creativity. M&C Saatchi Worldwide is a network unlike any other: its 24 agencies in 17 different countries together form a continuously-expanding network that was first established by 1995 by the brothers Maurice and Charles Saatchi, when they left Saatchi & Saatchi, the agency they first set up in 1970. M&C Saatchi immediately took the form of an international network with offices in UK, United States and Australia. Ever since the very beginning, the driving force has been the strategy of simplicity, both in the campaigns it has conceived for many of the world’s leading brands, whose hallmark is their originality and ability to hit the target, and in the network’s organisational structure, designed to be agile and devoid of bureaucratic bottlenecks.
DLVBBDO
Project

DLVBBDO

Advertising agency

dlvbbdo.com

In 1997, three leading names in Italian advertising, Maurizio D’Adda, Riccardo Lorenzini and Gianpietro Vigorelli, decided to pool their resources to create an agency, laying the foundations for an adventure that still continues to this day. When their agency merged with BBDO Italy in 2000, the result was DLV BBDO, bringing on board a strong international spirit and a host of new talents. The way that this agency sees things, being contemporary implies being aware about change before it happens, so not just constantly chasing after it once it has taken place. DLV BBDO formula envisages generating strategic and creative work to underpin the positioning of client brands, employing contents that are always conceived from the very beginning in terms of a multi-platform and multi-device mindset. DLV BBDO has two locations, one in Milan and the other in Rome, where it can draw on the skills of a team of more than 100 professionals. The agency’s passion for a job well done has not changed a bit since 1997, as its website recites: “We are an agency capable of generating ideas as a team. A team made of people, talents and big hearts.”
Ogilvy & Mather Italy
Project

Ogilvy & Mather Italy

Advertising agency

ogilvy.it

Ogilvy & Mather Italy is the Italian agency of Ogilvy & Mather Worldwide (Group), one of the world’s leading communication networks, with more than 500 offices in 130 countries. First established in Italy in 1962, the agency operates through a series of highly specialised structures: Ogilvy & Mather Advertising covers branding and advertising; OgilvyOne is responsible for digital and customer engagement; Soho Square looks after Continuous Commerce and digital consulting; Ogilvy DeLuxe covers fashion, luxury and lifestyle; Social@Ogilvy looks after social media marketing and communication; Neo@Ogilvy is the place for digital media; Geometry Global covers brand activation; Ogilvy Healthworld is responsible for communication in the area of health and fitness; H&O covers creative production and implementation marketing; Ogilvy Change is responsible for behavioural sciences, and Aida Partners Ogilvy PR is the public relations office. All these different fields of expertise cohabit and interact to meet contemporary challenges. The group was named Network of the Year at the Cannes Lions from 2012 to 2016 and EFFIE Global Index Network of the Year in 2012, 2013 and 2016.
GREY
Project

GREY

Advertising agency

grey.com

The Grey Global Group is a global advertising and marketing agency based in New York with 432 offices in 154 cities in 96 countries, belonging to the communication holding group WWP. Inside this structure, independent business units deal with advertising, direct marketing, public relations, brand development, customer relationship management and interactive marketing. With its proud slogan “Famously Effective Since 1917”, Grey is capable of opening up new horizons for its clients’ brands through any kind of platform, creating lasting relationships with consumers and giving the brands a real life of their own outside the confines of paid spaces. Grey works with about one in five of all Fortune 500 firms and was named Adweek’s Global Agency of the Year in 2013 and Advertising Age’s Agency of the Year in 2014. Grey United, the group’s Italian branch, was established in 2014 when 1861 United merged with Grey Italy and immediately achieved a market positioning as a strong agency with clear ideas, projected towards the future and with clients of the calibre of Sky, Vodafone, Findus, Amplifon and Galbusera.
TBWA
Project

TBWA

Advertising agency

tbwa.it

TBWA\Italia is part of the TBWA\Worldwide network, one of the world’s top ten communication networks and owner of the Disruption® method, whose purpose is to develop business ideas that break with past conventions, a tool for change that doubles as both a working methodology and a philosophy of life. The TBWA\ network includes Auditoire, BEING, Digital Arts Network (DAN), eg+ Worldwide, the Integer® group, TBWA\Media Arts Lab and TBWA\WorldHealth, as well as local and independent TBWA\, with 323 offices in 97 countries and more than 11,100 employees worldwide. TBWA\ has had a presence in Italy since 1971 and now has offices in Milan and Rome, employing more than 100 professionals who work together, sharing their objectives, offices and creative direction, although they all have their own individual and specific areas of expertise. The two Italian agencies cover the areas of interactive digital advertising, events, promotions, retail marketing, co-marketing, print production, video production and the web. The Milan agency has its own in-house daycare that is also open to other children living locally.
Havas
Project

Havas

Advertising agency

havas.com

Havas is one of the world’s largest global communication groups. Established in Paris in 1835, it employs more than 20,000 people in over 100 countries worldwide. The group is committed to being the best in the world at forging significant links between people and brands by using creativity, media and innovation. Havas is also the most integrated group in its field, since it has implemented its Together Strategy, creative teams and media that operate in shared spaces, the Havas Villages, that are designed to increase synergies and creativity to benefit clients and agencies themselves. Havas is organised in two divisions: Havas Creative Group and Havas Media Group. Havas Creative Group includes the Havas Worldwide Network, present in 75 countries, the Arnold micro-network, present in 9 countries, and numerous top agencies, including BETC and the Fullsix Group. The Havas Media Group encompasses three major brands: Havas Media, Arena Media and Fullsix Media, which operate in synergy with Havas Sports & Entertainment, the most extensive network of experts in sports, music and entertainment.
J. Walter Thompson Italy
Project

J. Walter Thompson Italy

Advertising agency

jwt.com

This is the Italian branch of J. Walter Thompson (part of the WPP holding company), which was established in the United States in 1864. It is headquartered in New York and has 200 offices and 12,000 employees in 90 countries worldwide. The two offices in Milan and Rome employ 180 advertising professionals. The arrival of Enrico Dorizza (Chairman & chief creative officer) and Sergio Rodriguez (CEO & chief creative officer) in 2011 coincided with an influx of new talent and the acquisition of some prestigious clients, including Aperol, Averna, Campari, Crodino, Barilla, Forevermark, Indesit, Lamborghini, Mulino Bianco, San Carlo, Vespa, Vodafone and Whirpool. But the most important development in the last six years was the organic evolution of digital applications. Starting from the areas closer to communications (web design, social networking and branded content), the agency gradually embarked on increasingly complex digital solutions (online platforms, e-commerce, apps etc.), working with complete freedom of thought and independence, with the intention not only of anticipating the future, but of creating it.
Alkemy Digital Enabler
Project

Alkemy Digital Enabler

Advertising agency

alkemy.com

Using the digital_enabler® method, Alkemy is capable of accompanying firms through the rapid transformations that are triggered by digital ecosystems, with the declared aim of making a substantial contribution to business growth. Alkemy helps firms evolve, bringing them up to par with technologies and new forms of consumer behaviour, while at the same time ensuring a correct integration between digital areas and traditional processes. Alkemy has gathered together the best skills now available on the market, adding the business of excellence to the leading areas of digital technology: advisory, e-commerce, creativity & brand strategy, content, social, UX & design, digital transformation, media & performance and technology. The management team combines traditional skills in marketing, communication, strategy and transformation processes with the know-how specific to the digital scene. With its subsidiaries SeoLab, BizUp and Alkemy Tech, Alkemy now numbers nearly 300 professionals with a turnover of 40 million.

Lecturers in method

Lecturers in method

There are some kinds of practical and theoretical knowledge and abilities that cannot be learned overnight, but need tailored tutoring. You never know when you will need them, but one thing is certain: you will.

Giovanni Pelloso
Method

Giovanni Pelloso

Historian and photography critic

giovannipelloso.Linkedin

A journalist and photography critic who writes for the ViviMilanosupplement to the leading national daily newspaper Corriere della Sera, Giovanni Pelloso has worked on publishing projects with Mondadori Portfolio (he was the author of the piece dedicated to Mario De Biasi, Giorgio Lotti and Angelo Cozzi), with Hachette and with Canon Italia. A co-author of the Dizionario mondiale della fotografia (Rizzoli/Contrasto, 2002), he is a contributor to the monthly magazines NPhotography and Photo Professional and is editor in chief of the long-established magazine Il Fotografo. He has held workshops and seminars about photography at the Suor Orsola Benincasa University in Naples, the Istituto Italiano di Fotografia and the Contrasto agency. His research interests focus on the theory and practice of the sociology of consumption and of advertising. Working as a contract lecturer, he has been teaching and conducting research since 2005 at the Faculty of Communication Sciences and of Entertainment at the IULM University in Milan. He has been lecturing in photography at the LAO since 2013 and is an associate researcher at the Milan Civic Aquarium.  
Roberta Maddaloni
Method

Roberta Maddaloni

Executive coach

robertamaddaloni.Linkedin

From 2001 to 2014, Roberta Maddaloni was a project co-ordinator in Mida. She continued her studies after her degree in psychology from the University of Parma in 2013 by completing an advanced training course in counselling at the European Academy in Florence in the next year. She has worked as a training consultant with Doctors&doula, TrasformAzione, CFA and Execo - The Human Side and she is a professional counselor accredited with the CNCP – Italian National Professional Counsellors’ Association. An expert in storytelling applied to professional contexts, she uses transactional analysis as a tool for training and her consultancy work. She designs and conducts training plans for developing the potential and definition of action plans and provides tools for triggering and implementing significant changes aimed towards achieving individual and corporate well-being. The issues she primarily works with are change as opportunity, implementing motivation, the effectiveness of relations, emotional intelligence, effective communication, negotiation, processes of orientation and the balance of skills.
Massimiliano Pappalardo
Method

Massimiliano Pappalardo

Executive coach

massimilianopappalardo.Linkedin

After graduating in philosophy, Massimiliano Pappalardo took a Masters in management control and started his career with Auchan, becoming a branch manager. He later directed Milan Polytechnic’s Città Studi university campus, then the campus of the San Raffaele Vita-Salute (Life and Health) University, working in close contact with Don Luigi Verzé. He has worked with the Italian singer Carmen Consoli on the lyrics of several songs, especially for her album L’eccezione (2002). A philosopher, trainer, counselor and life coach, he has written many articles on blogs and websites covering philosophy, current affairs and literature and has a long-standing partnership with the Giorgio Gaber Foundation, promoting its thinking in both universities and schools. He has founded several magazines, including Un sorso in più with Carmen Consoli. A scholar and promoter of the culture of change in business and of the focal importance of the individual in corporate organisations, he has been taking an interest in mindfulness, resonant leadership, habits and responsibility.
Emanuele Baj Rossi
Method

Emanuele Baj Rossi

Executive coach

emanuelebajrossi.Linkedin

Emanuele Baj Rossi joined Cegos in 2007 as an expert consultant and has remained there ever since, now working in human resources and general management. After graduating in education and training sciences from Milan’s Università Cattolica in 2008, he went on to take a Masters in systemic neuro-linguistic programming. A trainer and executive coach, he has developed on issues of adult education and curated a programme to develop on models of leadership in multinational organisations. A certified FranklinCovey lecturer, his areas of expertise are designing and providing training courses in fields of behaviour (communication, public speaking, problem-solving and time management), management (leadership and the fundamentals of management) and the FranklinCovey method (The 7 Habits of Highly Effective People). In 2014, he was interviewed by Italy’s leading daily Corriere della Sera about how important it is for women to say “no” at work. In 2017, he published the book Obiettivi solidi in una società liquida (Solid aims in a liquid society).
Gianfranco Mele
Method

Gianfranco Mele

Executive coach

gianfrancomele.Linkedin

Gianfranco Mele graduated in economics and commerce, accounting and finance from the University of Turin and has worked with Costa Crociere, Baker Tilly Consulaudit and Nexto. He is a qualified public accountant, belongs to the Turin Board of Certified Public Accountants and is a legal auditor with an office in Turin. He has worked as an expert in the subject of planning and control at the Asti campus of the University of Turin. Along with his work as a traditional tax advisor, he now also does management consultancy in the fields of corporate organisation, management control, reporting and corporate finance and financial auditing. His clients include several leading Italian firms and multinationals. Since December 2011, he has been the only certified Italian lecturer in finance with the BMW Group. He also lectures in economics, finance & control and taxation at the ISTUD Foundation, one of Italy’s most prestigious business schools. His students appreciate his ability to explain the intricacies of balance sheets and corporate management clearly and effectively.

Firms

Firms

In nearly thirty years of work, the Raffles Group has built up a substantial network of partners that participate in our three-year and Masters courses. These firms’ reputations and the quality of the relationships e have developed with them are a guarantee of a decidedly fertile meeting between education and business.

Adidas, Aigner, B&O - Bang & Olufsen, Boucheron, Brother, Bulgari, Burberry, C&A, Cartier, Chanel, Chloé, Design Business Chamber Singapore, Diesel, Dior, Dolce & Gabbana, Dunhill, Elle, Fendi, Fujifilm, Furniture Design Award Singapore, Giorgio Armani, H&M, Heinz, Hermes, Hogan, HP Technology, HSBC – Hong Kong and Shanghai Banking Corporation, IKEA, InterContinental Hotels & Resorts, Kohler, Lear Corporation, Lego, Li & Fung, L'Oréal, Louis Vuitton, LVMH, Mahogany, Max Mara, MediaCorp, Metro, Michael Kors, Microsoft, Nippon Paint, Nokia, Orchard Road Business Association, Pepsi, Philips, Prada, Puma, Ralph Lauren, Redworks, Richemont, Richmond, Rolex, Saatchi & Saatchi, Saint Laurent Paris, Samsung, Shiseido, Siemens, Singapore Furniture Industries Council, Singapore Jewellers Association, Sony Pictures, Standard Chartered, Textile & Fashion Federation, Tiffany & Co., Valentino, Versace, Y&R, Yves Saint Laurent.


Monday Talks

Monday talk

Every Monday evening at 6.00 p.m., Raffles Milano invites its students to meet one of the major personalities who walk the stage of design, style and design culture. Hearing the stories and ideas that influence the market and drive our mindset – straight from the horse’s mouth – is an amazing opportunity that adds substance to our academic programmes. Here is the agenda of meetings for the coming year.