Caleido interviews Enrico Carlo de Finis, talent manager and Global Managing Director of BOLD Management, communication, media and press agency. Welcome to Caleido, an inspirational diary, that narrates many stories: about creative people, trends, travels, objects. / Read the Editor’s letter here
Diary of: @enricodefinis
1. At Bold Management you deal with talent management, which means creating and representing a network of influencers at the “service” of brands, for the realisation of their digital projects. What are the macro-trends of this work?
The world of influencers, and likewise the world of management, has changed a lot in recent years. Today there are certainly two macro trends. The first concerns channels: Reel and TikTok above all – and therefore communication through video; the second concerns performance: statistics play an increasingly decisive role in the choice of influencers for campaigns.
2. A fundamental asset of your agency is the construction of a broad and varied talent portfolio. How do you go about finding and selecting these profiles? As well as responding to the needs of brands, is there also trend creation?
Absolutely. Today, a Talent Manager, who receives briefs from brands every day, knows very well what the needs of the market are and it is easy to ask questions such as “What is missing? What could be liked?”. And from these answers comes the search and promotion of new profiles. Some work, some don’t, but at BOLD we always try.
3. You are very active on social media, I imagine without too many boundaries between personal/professional. Which profiles on Instagram inspire you, so you start following them?
Actually, as anachronistic as it may sound, I simply bring my extremely sociable nature to social media so I only follow people I know and am friends with. I don’t follow fashion brands or super-celebs. My passion for social media comes precisely from my desire to be in touch with my friends and from my irrepressible curiosity. Ah, I have a passion for profiles on Puglia 🙂
4. Influencer marketing has become a fundamental “channel” for brands to get their message across and reach a wide and interested target audience. What are the ingredients that create a perfect match between brand and talent, and viceversa?
In my opinion, any IG user (who can be defined as an Influencer or not) is a potential right ingredient depending on the brand’s goal. Searchable content, micro influencers, reels, etc. any element of these can be the perfect ingredient…
5. This issue is about plural beauties, different forms of beauty beyond stereotypes. In the talent requests made by brands, do you notice a greater aesthetic inclusiveness? Can you tell us about it?
Fortunately, the demand is increasing. If on glossy magazines and catwalks the process of inclusivity and diversity has been slower, on social media (which have been around for about ten years) the process has been much faster. We are very happy to bring home results in a world where beauty can be seen in any face, any religion, any gender etc. I believe that today there is no more room for controversy on these issues. We are in a world where all brands can work with all kinds of influencers and we should just be happy about that. Or at least I like to think so…
6. What is one request/experience/issue, in this sense, that has pleasantly impressed you
I’ve had so many experiences. What strikes me today and fascinates me is the desire to enter the world of talent more and more. For example, there are more and more projects that focus on the story of the talent and its vision, rather than the product itself. There is a growing desire to bring a personal and character component into play.
7. “Flying high”, what does “beauty” mean to you?
Beauty means everything. I may sound a bit cheesy but there is no truer phrase: “beauty is in the eye of the beholder“.
8. Thanks to your partnership with Ykone, you operate in many sectors. What is one unexplored area in which you think there would be room for influencer marketing?
It would be great to expand the role of influencers in the world of design and art.
9. What are 3 pieces of music that tell the story of the moment in life in which you find yourself? If you were to change their title, what would it be?
“Good Boys” – Miguel Bose would be “Between Sky and Asphalt”
“Sea, Sex And Sun” – Serge Gainsbourg would be “All that I would like”
“Pendant quel es champs brulent” – Niagara would be “Odi et Amo”
10. What is an object in your home that you would never give up? What is the memory attached to it? Would you send us a photo taken by you?
An ashtray that was given to me by a special person at a special time.