Q&A with Fabio Seidl
We have asked Fabio Seidl, the Director for Global Creative Development at Meta, responsible for campaigns and experiences all around the World for brands such as Facebook, Instagram, WhatsApp, Messenger, and Quest and this year's Golden Drum speaker.
Q: What do you do as a director of global development in Meta? What are the biggest challenges in your job, and how do you tackle them?
A: I inspire brands to unlock their full potential on digital platforms. And I do it with campaigns and experiences showing the possibilities we offer to create more business opportunities. I wear three hats: I lead our in-house creative team in New York and California; I manage the relationships with our creative partners (agencies, production companies, creators we hire); and I oversee the campaigns that travel from region to region.
Q: How do you see the connection between technology and creativity? Where does creativity lay in connection to developing technology?
A: Technology is one of the ways to help an idea come to life. It's not the outcome, but it can be the starting point, informing and inspiring; or in the middle of the process, as a powerful tool to create the unexpected. But more importantly, it needs to make things more accessible to the audience, never more complicated.
Q: Where do you think the advertisement industry is heading in the future?
A: Nobody knows, and that's the most exciting part of it. The future is being built based on the needs and aspirations of each one of us. The future will be whatever we want and as good as our collaboration as a society can be.
Q: Have you ever screwed up, and what have you learned from it?
A: Screwing up and learning is pretty much the same thing to me. And yes, I did it many times. In Brazil, there's an old football saying: you only miss the penalty kicks you shoot. That applies to everything. You'll screw up a few times until you nail a solo if you're a musician. If you're a chef, you won't create the perfect recipe on your first try. Brands and creatives must embrace that sometimes it's good to be wrong. Especially today, when there are many ways to experiment, measure, pivot, and improve your idea fast.
These answers might just be a glimpse of what we are looking forward to in Rovinj!
