Meet the CEOs: Branding Records' Jacopo Pesavento

Having launched Branding Records in 2013 with a mission of connecting with brands from west to east to define powerful, purpose-driven marketing strategies, Branding Records' CEO Jacopo Pesavento (pictured) has always believed that a founder has to be motivational, inspirational, adaptable, visionary, and a strong communicator. As a strong vision-holder of the agency, Pesavento aims to provide big-picture oversight and advise clients on how they can leverage creative branding to maximise their growth.

In fact, his passion towards advertising was first developed during his university days, where he discovered his art and design skills could be utilised to make an impact in the industry. Knowing the fact that many decision-makers on the client's side often opted for safe and conventional creative choices, he believed that sense of creativity and creating meaningful work is one of the essential elements that can help brands stand out from the crowd. 

With over 20 years of experience in branding and advertising, he also has garnered experiences in defining and interpreting sociobehavioral and market trends.  

Find out more about Pesavento's journey in advertising thus far and who inspires him.  

MARKETING-INTERACTIVE: What was your first job?  

During my teenage years in Italy, I had a few occasional jobs, including working at McDonald's, in a factory, and as a delivery guy.

MARKETING-INTERACTIVE: What was your first role in advertising?  

Believe it or not, my first job was as a graphic designer in Hong Kong twenty years ago. Copywriting wasn't my forte back then when I first arrived in Chep Lap Kok. I found my calling in art-based work, which allowed me to apply my artistic skills to create visual elements with an eastern inspiration.

MARKETING-INTERACTIVE: What was your first impression of advertising?  

I fell in love with advertising during my university days in Italy. I still remember that my favourite subject was semiotics, and the idea that my art and design skills could be used to make an impact was exciting and boosted my confidence. One of the first advertising books that excited me was titled in Italian: "Non dite a mia madre che faccio il pubblicitario... Lei mi crede pianista in un bordello" by Jacques Séguéla (Don't tell my mother I'm a publicist... She thinks I'm a pianist in a brothel).

The book portrayed an adventurous and thrilling life in advertising. However, my first impression of the real-world advertising industry was quite the opposite. Many decision-makers on the client's side lacked a great sense of taste, and they often opted for safe and conventional creative choices. Sadly, the reality check knocked on my door quite quickly.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most and how?  

The mentor who influenced me the most was a gentleman called Mr. Sergio. He was my production director during my early career, and he highlighted the importance of conveying the message properly and not taking for granted that people will understand it. This lesson has been applied every day when we receive a brief.

We used to think we knew better and had clear solutions all the time, but 90% of the time, the briefs aren't exactly as we envision them.

He taught me that one of the worst sicknesses is mediocrity, and he never accepted it. Besides being one of my best mates now, he showed me how to be damn serious about what I do, always.

MARKETING-INTERACTIVE: What's the harshest criticism you've received and how did you cope with it?  

I vividly remember one of the lowest points in my career. Branding Records, at that time, was five years old, and I believed I could handle any type of meeting or unpredictable business situation. I was invited by a potential client to discuss a possible market entry of a brand in Asia at the very last minute and unexpectedly. Naively, I thought the first meeting would be a casual chat. As I entered the meeting room, the air felt tense, but I tried to remain calm and friendly. On the other side of the table, there were a few people, including the global CEO, who seemed to be in a bad mood.

They asked me to present, and unfortunately, I was completely unprepared, along with my shy team. I opened a deck and started to stumble badly. Within just 20 seconds, the CEO began a barrage of heavy criticism, including remarks like, "You are wasting my time," and "How can you come to a meeting unprepared? You should apologise." The grand finale was a directive to leave the room immediately.

This experience taught me a valuable lesson - never enter a room unprepared. You must master your speech before showing up, or it's better not to show up at all.

It took me a few months to reassess myself and learn from this painful experience.

MARKETING-INTERACTIVE: Describe your own management style now as a leader  

My management style, as a leader, is influenced by my natural tendency to be a hard worker, which aligns with the late millennial style of work. Empathy is one of my top skills, and it has two facets - understanding people and making them feel understood (although this may not always be advantageous for a manager). In a few words, my style can be described as friendly, with an inclination on design details, and putting the team first. I always emphasise the importance of teamwork and believe that it can solve any challenge. As a manager, I surround myself with people who know more than me, and my partner serves as a prime example of that.

MARKETING-INTERACTIVE: What's one thing you wished employees understood about being a leader?  

As the founder and CEO, you always have to be motivational, inspirational, adaptable, visionary, and a strong communicator.

However, at the end of the day, you are human too, so ups and downs are totally normal. When employees understand this and support you without expecting anything in return, you have built a great team.

MARKETING-INTERACTIVE: What do you do during your free time?  

My free time consists of anything outdoors. My wife and I have an extensive network of friends that makes it very difficult for us to escape in solitude. Usually, my free time involves spending time with friends and engaging in sports. When these two activities combine, it becomes my optimal free time. It's as simple as that.

MARKETING-INTERACTIVE: If not in advertising, where would you be?  

I wouldn't have minded being a lawyer. I fell in love with Harvey Specter's way of acting, and law, along with solving impossible cases, is something that has always intrigued me. I love his quotes!

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?  

It is a highly competitive and fast-moving business. You truly have to love creativity and be fully committed to creating meaningful work.

Most of the time, it isn't as fancy or fun as it may appear from the outside. However, one of the great aspects of this industry is that your ideas can actually win, and that's definitely better than a classic 9-to-5 office job!

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2023?  

I could name many, but firstly, I wish that companies would have more confidence in the resilience of the Greater China Market. It seems that the current 'wait and see' attitude of the majority of brands is becoming quite annoying, and there isn't the same level of confidence we had before the pandemic.

As a service company, we rely heavily on brands' marketing budgets, which haven't yet reached the levels seen in 2019. I also strongly advocate for a significant change in our industry, which I believe my fellow advertisers would support as well. We should aim to reduce our reliance on pitching for major projects. The current situation feels like a constant race against our industry peers to secure business through pitching.

To address this, more companies in the advertising and marketing sector should consider adopting a flat fee approach for pitches. This model has been gaining traction, particularly among rostered agencies. From the client's perspective, this shift also provides them with certain Copyright access, as they have effectively paid for the creative ideas and efforts put into the pitch.

Demanding agencies to invest significant resources in preparing pitches without fair compensation can negatively impact their motivation and financial stability.

Embracing a more equitable approach to pitching will foster a healthier and more sustainable environment for agencies and lead to better outcomes for everyone involved. In the end, as in, which restaurant would you try the tasting menu and leave without paying a dime?

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