Chutzpah & Chutzpah by Simon Goode

Author:Simon Goode [Myers, Richard, Goode, Simon and Darke, Nick]
Language: eng
Format: epub
Publisher: Michael O'Mara

The company motto, carved into the stone front doorstep at 80 Charlotte Street.

For a creative, the thought was utterly liberating. And it inspired the rest of the agency never to see problems, only challenges and opportunities to shine. No one wanted to fail, particularly on a mission impossible. Anyone who didn’t really care too much about failing usually ended up doing so at another agency. The belief began to be expressed as ‘nothing is impossible’. The words would later be carved in stone on the top step up to the agency’s reception from Charlotte Street, a move suggested by Hamish Pringle when he was vice chairman and director of marketing.

The attitude enshrined in ‘nothing is impossible’ not only inspired extraordinary achievements in London, but it also travelled well (and intact) to many of the offices in the Saatchi & Saatchi global network. One of the most prodigious walkers of the walk was the sadly missed CEO of Saatchi & Saatchi Italy, Paolo Ettorre. A lawyer by training, Ettorre had the most outstanding people skills and the most impressive network of contacts to go with them. The Vatican, the Italian government and any number of Italian industrialists and the owners of world-famous luxury brands were all in Ettorre’s address book. For example, private, after-hours tours of the Sistine Chapel were enjoyed by many visiting Saatchi people, by out-of-town clients and by anyone else Paolo thought might appreciate this unique privilege. He even managed to arrange a private viewing of Leonardo da Vinci’s ‘Last Supper’ in the Convent of Santa Maria delle Grazie for the members of Saatchis’ Worldwide Creative Board when the board met in Milan. But it wasn’t just a private viewing. The mural had just been restored and it hadn’t even been reopened to the public yet.

But there was so much more to Ettorre than a bulgingly impressive address book. His powers of persuasion were phenomenal. In 1991, Ettore managed to get the legendary, but very reluctant Italian film director Federico Fellini to direct a series of TV commercials for Saatchi Italy’s client Banca Di Roma. He then convinced the client to go with the unheard of three-minute long commercials that emerged from the shoot. As an encore, in 1993 he talked Woody Allen into directing a campaign of TV commercials for the Italian retail chain Coop.

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