FRANCA PIACENTE

VP, director of broadcast at Toronto's MacLaren McCann on why sushi, shopping and sex cures all.

What's the best cost-cutting tip you've picked up over the years?
If you start with really good scripts, you can always find someone who will do it for the budget.

Your best excuse for going over budget?
"If we don't spend that extra $80K for the director we want, we can't guarantee a good spot." It works every time.

The best way to woo a client?
Sushi, lots of sushi.

The dumbest turndown line you've ever heard?
A client once said, "The director's reel is just too creative".

Your stress relief of choice?
Shopping and more shopping.

The most memorable display of diplomacy?
When a model (from our away shoot) showed up at our office in Toronto looking for the art director (who was married). I had to tell her that he didn't work here anymore and nobody seems to know where he's gone. I was so believable... Oscar material.

What's your dream production?
The day when I can say we got Noam Murro (we've only tried about 50 times) and we are shooting in Bali for a month.

What are you going to do when you grow up?
Get bigger lips.

What triggers your inspiration?
Sex on Friday night. Oh, and really good scripts.

What makes you laugh?
People who wear red on Valentine's Day.

What's your favorite quote on advertising?
Many a small thing has been made large by the right kind of advertising, and many a small person has been made large by the right publicity - Part Mark Twain/part Franca Piacente

Piacente has worked in advertising for over 20 years, the last 11 at MacLaren McCann.