About Us

case histories as
a profession

Aldo Cernuto, Roberto Pizzigoni, Barbara Arioli are the partners of the agency.

Aldo and Roberto have two mentors in common (Emanuele Pirella and Pasquale Barbella), as well as careers in major international networks: McCann, Lowe and Y&R, where up until 2009 they shared the role of Executive Creative Directors as well as Vice Presidents. They have worked for most of the major Italian brands (Telecom Italia, Fiat Group, Lottomatica, Barilla,Gruppo L’Espresso, Pastificio Rana, Henkel, Unilever, Volvo, Coop and Candy, just to name a few), in the years they have won six Cannes Lions and numerous New York Clio, Epica and Eurobest Awards.

Barbara Arioli has had a career of her own at Y&R, followed by two managerial experiences: the first was with Gavino Sanna and then as  a partner alongside Michele Gottsche in the homonymous agency. Danone, Kraft, Carlsberg, Simmenthal, De Cecco, Margherita Ariston, Despar, Birra Moretti as well as Johnson & Johnson are some customers that Barbara has supervised and coordinated both nationally and internationally.

Their experiences are as diverse as they are complementary, now working with a new agency model, perfectly centred on the needs of the current communication scenario.


Save the idea
Save the idea is not a creed. It is a disciplined approach that we have evolved to think about and work on ideas, which always lie at the core of our research. “Save the idea” emerges from understanding of the ever–growing complexity of communication and translates itself into specific operating modes.

The objective is to nurture the creative idea throughout its development and all integrated communication aspects to the point where it reaches its target. This involves protecting it from external contamination, from media fragmentation and from the hyper–proliferation of symbols.

The result is a more effective message and thus a superior communication investment.




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