I have won awards from Marketing, Applied Arts, the ADCC, the Bessies, Promax, and Communication Arts. My work from Bad Advice for Good Times has screened at over 50 festivals worldwide and one piece is in the permanent collection at the EMP in Seattle. But what I am most proud of is my reputation amongst creatives for sincere encouragement, a nurturing style, and pushing them to pursue their personal creative passions. I have been praised by clients for my integrity, singleminded focus, active listening, and have built connections that have lasted well beyond the agency/client relationship.
In my spare time I continue to create and produce content as a hobby and for creative exercise. I also volunteer my talents to conservation organizations like the Bruce Trail and share my professional experience by teaching occasional classes and giving lectures to students from Ryerson University, OCAD University, Seneca College, Centennial College, and Humber College.
And when it’s time to recharge or get some perspective you’ll find me in Georgian Bluffs where my wife and I bought a farm and built a house on the Bruce Peninsula. I’m trying to learn hobby farming…with some help from my six year old daughter.
I was 23 and at the end of my third year in the Ontario College of Art and Design’s Communication and Design program, studying Illustration and Design, when my Dad took a look at my portfolio and said, “Son, I think you should go into marketing.” Not sure if this was criticism or encouragement, I entered the college’s advertising scholarship competition and surprisingly won every award on offer. The Leo Burnett Scholarship, the MacLaren McCann Scholarship, the Harrod & Mirlin Scholarship, and the Southam Award for Best portfolio all offered me the chance of summer employment from one of the aforementioned agencies. Dad was right. I left the school with an unbroken record for the most academic prizes won in a single year and began my career in media, marketing, and advertising.
I joined Harrod & Mirlin, one of Canada’s first boutique startups. The small agency provided big opportunity and in my first few weeks I was doing double duty as writer and art director on projects for CIBC, Nabob, Suzuki, and Moosehead. The 10 week internship turned into five great years and I went on to be the creative lead on various multimedia campaigns for Levi's and Nabisco. On Levi’s I had the good fortune to change the course of an ailing brand by reintroducing it to a new generation through marketing initiatives featuring artists, designers, and illustrators from their own ranks. Our campaigns blew-off the brand’s “dusty” heritage and focused on authenticity, a strategy still employed today.
After cutting my teeth at a scrappy independent it was time to experience a well-resourced multi-national. I moved to FCB where big brands went hand-in-hand with big budgets, large teams, and massive exposure. In this environment I learned all the promise and pit-falls of a “big agency” and used the experience to build my business acumen, client relationships, and manage the complexity of cross-departmental projects and executions. During this time I worked on campaigns for Coors Light, TD Canada Trust, and SC Johnson, simply the biggest brands in the market. And these experiences helped me earn a promotion to Associate Creative Director seven years into my career. I went on to run 13 brands for Kraft including Oreo, Delissio, Jello, Peek Freans, and Chips Ahoy. Here we did some of our best work generating record sales for the brands and creative accolades for the agency. It was also where I would develop some of my deepest client relationships, particularly while launching Showcase, Food Network, and HGTV to Canadian audiences…but more about that later.
01 Oreo "Twist To Open" as featured in Communication Arts by creatives
Joseph Nanni, Larry Ioannou, Gints Bruveris and Matt Fraracci. The ad
was originally created as point-of-sale material but when on to be featured
in multiple media executions for years after it's release.
02 Lost Girl Fan Expo Exclusive Poster by creatives Joseph Nanni, Dave Dick
and Taps Das. The posters were grabbed up in a matter of hours.
03 Land Rover lobby card for the sponsorship of the Canadian Opera by
creatives Joseph Nanni, Gints Bruveris, Matt Fraracci, Trevor West,
and Rick Gallinger
04 Magazine for FIFA World Juniors by creatives Joseph Nanni, Rick
Gallinger, Trevor West, Matt Fraracci, Gints Bruveris, and Larry Ioannou
05 The NHL mission statement written by Joseph Nanni with Matt Fraracci
for Gary Betman. The piece was created for a presentation to the
Commissioner, Vice Commissioner, and CMO to reflect the attitudes
and opinions of players, fans, and participants in the sport. It became
the cornerstone of the marketing, PR, and retail executions for the brand.
In 2004 I was invited to join Y & R as VP Creative Director leading Land Rover, KFC, Taco Bell, Pizza Hut, Right To Play, Fifa World Juniors, the NHL, and lead new business. It was a huge opportunity to learn new categories and work in the digital space. I learned how to apply a hub-and-spoke system to campaign strategy and ideation. Our agency became the centre point for thinking that would be executed in platforms as varied as branded content to coupons to packaging to in-store experience design as well as all the media traditionally associated with a campaign. I learned the strength and value of a well-thought strategic idea and had the great pleasure of learning new businesses as we shepherded our IP through varying media and partner agencies.
But through all these experiences I became fixated on “the wiring under the board” and lost perspective on how consumers experience and evaluate the work. Brands and content were merging, the consumer now had the power to curate their own media experience so I started creating pieces outside our scope of work and seeding them in earned and owned media. This led to incredible successes in places like YouTube where a video we created for Wicked Crunch earned millions of hits and drove trial of the product. Another of my most successful pieces came from this method, a 90 second PSA for The Princess Margaret Hospital which created a movement within their organization which guides their mission to this day.
06 A Moment In Every Coin directed by Joseph Nanni, creative by
Joseph Nanni, Gints Bruveris, and Matt Fraracci
07 KFC Hot WIngs print by Joseph Nanni, Rick Gallinger, and Trevor West
08 Fries Supreme wild postings by creatives Joseph Nanni, Gints Bruveris,
Matt Fraracci, and Rick Gallinger
09 In Our Lifetime TV and digital PSA directed by Joseph Nanni, creative by
Matt Fraracci, and Gints Bruveris
10 Colonel's Dozen print by Joseph Nanni, Rick Gallinger, and Trevor West
So encouraged by how this work was embraced, and the results, I left the agency to start my own company called Affari di Famiglia (ADF) where I consulted on ideation, strategy, and the creative process, as well as created and executed branded experiences and traditional brand sell advertising. I produced a landmark olympic campaign for The Royal Canadian Mint plus great executions for Advil, Toyota, Tassimo, Nabob, and OLG. I consulted to Y & R, Sandbox, Elemental, Air Canada, McCarthy Tetrault, Toyota, and worked with Match Marketing Group, standing in as their VP and executive creative director for projects on Pepsi, Meridian Bank, and Taco Bell. ADF’s biggest success came in the form of a documentary entitled A Day Without Cancer. Narrated by Bryan Adams and starring Lisa Ray, the film focused on the history of cancer and questioned our progress in the fight against the disease. What’s most remarkable is that the film is one of the first pieces of sponsored content to ever be purchased and aired by the CBC and Netflix.
ADF continues to operate lending our skills to social change organizations like Champions Against Bullying, the LIFT agency for social change, Alzheimer’s Society of Canada, Tourettes Syndrome Foundation of Canada, to name a few. Creatively we continue to test and develop short form content launching a Kids channel called Bahloogah, the documentary reality series Fanboy to Framer (starring me), and the highly successful meta humour and entertainment channel Bad Advice for Good Times. Our branded and short form content has 10M+ hits on YouTube.
There is no doubt that strong relationships and mutual respect is the key to doing great work and better business. And nothing is more rewarding than when past associates seek you out to work on their own business. In October of 2012 a client from FCB and a co-worker from Y&R invited me to work with them at Shaw media on brands I had helped launch some 14 years earlier. It was not an easy decision, I debated it for six months, ADF was doing well and the broadcast and entertainment industry was is in its most challenging period. But it was also at a turning point and this was a great opportunity to be part of the shift and bring to the table what I was learning in production and execution and what I already knew about marketing. I came on board to run the lifestyle portfolio including HGTV, Food, DIY, Slice, Lifetime, and within six months I was offered the role of creative director of Showcase, Action, History, H2, BBC Canada, Deja View, Twist TV, IFC, Movietime, Mystery, Nat Geo Wild, National Geographic Channel, production, and digital/UX design. There is no shortage of challenges in this business but by hiring talent with diverse skill sets and looking outside the entertainment industry we were able to produce not only more strategic and targeted work but seamlessly move the department into social/digital and short form content production.
At this point there is still no telling where the business will go but we are more prepared to deal with it than we were less than a year ago.
253 Benson Avenue • Toronto • Ontario • M6G 2J7 • 416 272 9878 • email@example.com
11 Tassimo "Barcode" directed by Joseph Nanni, creative by Jane Murray,
and Julie Markel
12 A Day Without Cancer written, directed and produced by Joseph Nanni
13 Fanboy To Farmer Opening Credits written, directed, and featuring
14 Mr. Robot campaign breakdown by creatives Joseph Nanni, Brent
Peterson, Dave Dick, and Taps Das
15 Food Network Food Facts digital content by creatives Joseph Nanni,
Chris Jackson, Will Macky, and Alan Lukatela
16 Lost Girl Fan Thank You by Joseph Nanni, Alan Lukatela, and Brent
Peterson holds the title of most engaged post for Showcase.
17 Chopped Canada S2 Promo by creatives Brent Peterson, Alan Lukatela,
18 History Canada Remembrance Day written and directed by Joseph Nanni
and Alan Lukatela
19 Nanni/Jones Family Home in Georgian Bluffs designed by Joseph Nanni
Amanda Jones and Form and Forest
20 My daughter helping out on the farm
"Joe has the gift of craft and the knowledge of business that few at his level rarely possess or acquire."
Chris Jordan, CEO, President, Y & R
"Joe takes the time to do the best work, without ego. He invests and he’s quality driven."
Perry Miele, Chairman, Beringer Capital
"Joe has an amazing combination of strategy, creative, production, and raw talent that's tailor-made for the digital, social, and content driven world""