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Master Of Ad Controversy Quits Benetton
NEW YORK


Oliviero Toscani is leaving Benetton after 18 years of creating controversial advertising for the Italian clothing manufacturer.

Toscani had most recently been director of Fabrica, Benetton's Treviso, Italy-based communications research center, which was founded in 1994. The company has not determined whether to fill his position, said Mark Major, director of communications at Benetton USA. He said Fabrica’s creative teams can carry out Benetton’s advertising plans for about a year.

Toscani wants more challenges, and to devote more time to Talk magazine, where he is creative director, Major said.

Toscani's departure was not in response to the heated controversy that greeted Benetton’s recent ad campaign featuring death row inmates, Major said, adding, "There's a lot of circumstances that may speed up decisions that were already in place."

Benetton's $20 million print and billboard campaign — "We, on Death Row" — is no longer running in the United States but will continue to roll out in Europe this year.

 

Emily Fromm, May 1, 2000, Adweek

Copyright © 2000 Adweek and BPI Communications Inc. All rights reserved.

 

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