Farewell to a Master of Creativity
Franco Moretti was a master of creativity, including in the realm of social communication. Having quickly become famous with some unforgettable campaigns for Coca-Cola developed at McCann Erickson, he served on the Board of Directors of Pubblicità Progresso for many years, representing the Art Director’s Club. Although the work of our Foundation is the result of a collective effort, we can affirm that his contribution was decisive in raising the level of Pubblicità Progresso campaigns to the heights of the world’s best, thanks to his irrepressible drive to break the mold, avoid the obvious and the customary, and seek new creative paths. His intolerance for overly tight reins was matched only by his rigor: every attempt to break the mold always responded to the desire to achieve the predetermined strategic objectives. Unlike many self-proclaimed creatives, he strongly shared with us Borges’ lucid thought: “There is nothing more structured than fantasy.”
He did not like epitaphs, and this is not meant to be one. It is merely intended to be an assurance that what we have learned from him we will continue to apply in our work and try to teach to younger generations.
Alberto Contri President of the Pubblicità Progresso Foundation
