In this edition of the Creativepool Member Spotlight, we delve into the inspiring career of Antonio Conte, Creative Studio Director at Oliver Agency. With a journey fuelled by a passion for creativity, Antonio has spent decades pushing boundaries and redefining what it means to be a leader in the creative industry.
From his early fascination with art to his current role overseeing bespoke in-house agencies for world-leading brands, Antonio’s unique blend of artistic vision and business acumen has propelled him to the forefront of the creative world. Join us as we explore his creative process, industry insights, and tips for aspiring professionals.
How did you first get into the industry?
I've been captivated by the creative and visual arts from a young age. Some of my earliest memories are filled with experimenting with various mediums and producing work that, even back then, felt exciting and meaningful.
Being able to move friends, teachers, and family through art at the time was incredibly fulfilling. It made me realise the profound impact that creative expression can have on others.
This early spark of creativity naturally guided me to pursue formal education at the Arts Institute in Bournemouth.
After graduating, I faced a challenging period. I remember packing my car and driving back to London on the very day the Twin Towers fell.
In addition to taking on various smaller freelance jobs, such as a photography role for a global superclub brand, my first full-time job in the industry was at a local college where I developed promotional material. It was also a chance to put my newly acquired new media skills, like Flash and Director, into practice and teach others.
This role was a vital stepping stone, especially during a time when opportunities were scarce.
Where are you based now and who do you work for?
I'm currently based in London and work for Oliver Agency, the world's first and only company to exclusively design, build, and run bespoke in-house agencies and marketing ecosystems for brands.
What is your personal background and what role did it play in your career?
Alongside my passion for creativity, I have a strong interest in business and marketing, and how these elements integrate within the broader ecosystem. This curiosity is a key reason why I’m currently in my role, which combines creative and design direction with involvement in marketing, operations, and technology.
This multifaceted position allows me to explore how creative strategies align with business objectives, understand the complexities of market dynamics, and leverage technology to achieve impactful results.
If you weren’t in your current industry, what would you be doing?
It’s only ever been the creative industry for me. True passion.
Can you explain your creative process? What makes it unique?
It all starts with relentless curiosity. Imagine being in constant mood board mode. That’s me – always on the lookout, always researching ideas from every corner of every industry.
This preparation is key. Going out into the world absorbing different cultures, soaking in knowledge, and gathering essential data, resources, and expertise helps develop those golden nuggets of inspiration.
Delivering excellence oftens mean going the extra mile too. Pushing boundaries to explore every angle and ensuring each project isn't just on point but razor-sharp, with killer craftsmanship and detail. It can be challenging, but always worth it in the end.
How would you describe your style?
Working across different industries has taught me to adapt my style to various contexts, but a few things always stay the same. I love bringing powerful visual creative to life using clever copy and inventive typography. My ultimate goal is to create visually arresting, pixel-perfect pieces that captivate audiences.
As a creative leader, I can show tough love but always remain fair. Every choice we make is backed by solid reasoning and attention to detail. Collaboration is our cornerstone and I ensure every team member feels valued and inspired to contribute their bravest ideas. It’s all about creating an environment where creativity thrives and innovative solutions come to life.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Icons like Paula Scher, Neville Brody, Helmut Krone, David Ogilvy, Bob Greenberg and Sir John Hegarty have all influenced me through their groundbreaking work and innovative thinking. I’ve read their books and studied their work. They’ve set the gold standard in creativity, design and advertising.
Across industries, David LaChapelle’s vibrant, surreal photography never ceases to blow my mind and the iconic 80’s music videos of John Landis and Steve Barron still give me the chills through their brilliance.
Closer to home though, I’ve had the pleasure of working on several projects with Oliver’s very own ECD, David Shanks. Every collaboration has opened a new way of thinking. The old dog has certainly taught me some new tricks.
What tips would you give to aspiring creatives looking for work?
1. Do a self-audit: Take a close look at your work and how you present yourself. Is it engaging? Memorable? Effective? Fill your portfolio with well-crafted, daring ideas. Make it impressive.
2. Make your brand unique: Develop a distinct personal style. Creatives who can develop and maintain a distinct personal style will be better positioned to stand out and attract clients.
3. Show off your skills: Promote your credentials. Let your talent shine.
4. Learn from the best: Study the work on award body sites. See what succeeds.
5. Stay curious: Always ask questions. Explore new ideas.
6. Be relentless: Keep pushing. Don’t give up.
7. Pour in your passion: Let your love for creativity show in everything you do.
8. Be useful: Find ways to add value. Be indispensable.
9. Smile and keep going.
And if you tick most of these boxes, reach out to me. Let’s see how we can work together.
What tips would you give to other professionals to get more clients?
1. Understand your unique value - Identify what sets you and your business apart and leverage that to highlight your expertise.
2. Build relationships - Connect genuinely with your clients. Understand their challenges and how you can provide solutions.
3. Show credentials - Display your skills and successes clearly. Case studies and testimonials can be powerful.
4. Refine your process - Ensure your workflow and customer service are top-notch. Make working with you a seamless experience.
5. Encourage word-of-mouth - Provide exceptional value and service so clients can't help but talk about you. It’s your job to be interesting.
6. Smile and keep going.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
Like anyone else, I’ve had my fair share of setbacks. But instead of seeing them as failures, I’ve used them as learning opportunities. Each mistake taught me something valuable and helped me improve subsequent efforts. Setbacks aren’t roadblocks, they’re stepping stones toward innovation.
I once worked with a manager who questioned why we should try to be different. He wanted to keep a project consistent with what the company had always developed in the past, which wasn’t overly inspiring.
His mindset lacked vision and rationale, making our creative efforts feel stagnant. It felt similar to the moment Patrick Swayze was asked to dance the Pachanga at the final show instead of something groundbreaking. Consequently, our idea was shelved.
The following year, under new management, we revisited the concept. No one was putting Baby in the corner this time. The project flourished, becoming one of the most advanced creative endeavours the account had seen. That experience reaffirmed the importance of resilience and the power of innovative thinking. Embracing change, challenging the status quo, and learning from past mistakes led to some of our best work.
What kind of tools/kit/software could you not do without?
It’s quickly becoming Midjourney and Leonardo to help bring ideas to life visually.
What’s your secret to staying inspired and motivated?
Love what you do. When you genuinely enjoy your work, it doesn’t feel like work. Surrounding yourself with sources of inspiration is also crucial. I make it a point to immerse myself in environments and activities that spark new ideas.
Whether it’s visiting new places, attending industry conferences, or reading a captivating book, these experiences help replenish creative energy.
What’s the work achievement you’re most proud of?
The work achievement I’m most proud of goes beyond the award recognition I’ve achieved, though that’s been great. It’s about building a global powerhouse of creativity at my agency.
Starting from scratch and growing a team of incredibly talented and passionate individuals who come together, push boundaries, and create work that resonates worldwide. It’s been a real journey. Seeing our vision take shape and make waves globally, there’s real magic in that.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
Kicking off with the obvious one, the integration of artificial intelligence. By harnessing AI, creatives can streamline tasks, generate new ideas, and personalise experiences like never before. At my agency, we’re leveraging a suite of AI tools, including Pencil Pro from The Brandtech Group, an ad generation platform that combines various Gen AI platforms into one very useful tool. I can only see AI developing further, allowing for more creativity at the speed of your imagination.
Whilst AI can generate content efficiently, it often lacks the nuanced touch of human creativity. Consumers are increasingly seeking genuine and relatable experiences. They crave content that feels real, personal, and reflective of their own lives. In a world filled with automated messages and generic visuals, the brands that stand out are those that offer a human touch.
By emphasising creative authenticity, we can make our messages more meaningful and build deeper connections with our audience. As AI takes over more routine tasks, the value of human creativity, imbued with real emotions and unique perspectives, becomes even more significant. So, as we look to the future, blending AI capabilities with genuine human insight will be the key to truly engaging and inspiring content.
Sustainability and eco-conscious design are becoming increasingly important. More and more, we see a shift towards using materials and processes that are environmentally friendly. This trend not only meets consumer demand but also aligns with global efforts to protect our planet. In our agency, we track and report the carbon footprint of all our shoots and make a conscious effort to reduce it. We also look to promote sustainability in our advertising wherever possible.
Personalisation is also key. Tailoring content to meet the individual needs and preferences of your audience creates a more meaningful and impactful experience. With advances in technology, personalised content has become more accessible and effective, allowing us to forge stronger connections. This will only continue to improve with time.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Exceptional creatives have a clear and unique vision that drives their work. They can see beyond current trends and predict or even create future trends. This visionary approach allows them to innovate and push boundaries.
But what truly sets exceptional creatives apart is their ability to sell their work, ideas, and vision. There’s a lot of great work out there that never sees the light of day because it wasn’t sold properly. The ability to communicate the value of their ideas and garner support from clients is what separates the best from the rest.
Being able to sell an idea means more than just presenting it; it involves crafting a story that resonates, tapping into the client's goals, and addressing their concerns. Exceptional creatives build trust and excitement, making clients feel invested in the vision right from the start. They transform abstract concepts into tangible possibilities, making it easy for clients to see the potential impact and benefits.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
I've always believed in keeping abreast of technological advancements. Around 30 years ago, I was doing work experience at an agency where airbrushing meant using actual spray brushes, and typesetting was done with Letraset on easels. I've witnessed a lot of change since then. Tech has flipped the script, propelling us into new realms.
From studying new media to working with The Brandtech Group over the last few years, I've seen the transformative power of technology first-hand. Nothing stands still for long in our industry, and staying ahead of the curve is non-negotiable.
Tech has undoubtedly been a game-changer for us, though I frequently wonder where we'll be in the next decade or two. I cherish the craft of traditional methods of creativity, but I can't help but be excited about new tech too. Hopefully, there will always be space for both to coexist and thrive.
What is the one thing that you would change about the industry?
Many creative professionals face the challenge of unpredictable hours, high stress, and the need to be constantly “on” in a world where deadlines are tight and client expectations are high. This often leads to burnout and diminishes the very creativity that fuels their work.
To address this, structures that promote healthier work habits, such as more flexible working conditions, should be encouraged.
Any websites, books or resources you would recommend?
Todd Henry - Herding Tigers - for creative leadership
·Helmut Krone. The Book: Graphic Design and Art Direction (Concept, Form and Meaning) After Advertising's Creative Revolution
Ogilvy on Advertising