In this episode of "Chatting at GEMA", Marion Ranchet interviews Pierluigi Colantoni, Creative Director at RAI, Italy’s national broadcasting company, about creative packaging, branding and promotion, and the growing role of data in media. Colantoni speaks to how data informs creative decisions and the delicate balance between creative instincts and data while warning that data may become too central and rising concerns over privacy. Colantoni highlights the importance of sincerity and localization in creative processes, especially in the age of AI, and what can be lost in the race for efficiency.

Pierluigi Colantoni is the Creative Director at RAI. Since 2014, Colantoni and the RAI team have received more than 100 international awards (Clio Awards, Promax, Global BDA, Ebu Connect), including the prestigious Best Creative Team of the Year award. He was nominated Director of the New Formats Development Department in 2020, where among other projects he produced the documentary series Sogno Azzurro, before becoming Creative Director in 2023.

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