Umberto Mazza — Creative Director

The team makes the difference, but every great team needs a great captain. Umberto Mazza is our creative director. The founder of Insight Adv.

Choosing the people we work with is of fundamental importance, and we pay the utmost attention to this. Over the years, we have selected and chosen the best professionals, thereby building an extensive network of collaborators and partners, each with their specific skills and qualities, who work regularly with the Insight Adv.

A great team of professionals, graphic designers and creatives, who, coordinated by Umberto Mazza, the agency's founder and creative director, is able to satisfy every client communication need 360°, guaranteeing quality of service, speed and above all the optimisation of costs for managing each project.

Umberto Mazza

Multidisciplinary Creative Director & Storyteller

Born 1970. Creative Director, copywriter, graphic & web designer, digital marketing manager, photographer and videomaker. A curious and multidisciplinary mind that combines creative vision, digital strategy and storytelling through different languages.

The Profile

Over thirty years' experience in communication, design and storytelling. From investigative journalism to digital branding, from video direction to music, through to literary writing. A professional journey built on the hybridisation of languages and the ability to transform ideas into concrete projects.

The Origins: Information and Storytelling

His career began in the world of journalism, where he wrote and managed the graphic design for local periodicals such as Il Caffè, Il 42, Giovani Insieme and La Tribù Sotterranea.

From 1990, he collaborated with the interregional broadcaster Retenews (Channel 31) as an editor, announcer and presenter, expanding his audiovisual skills: directing, filming, editing and production. As a freelance reporter, he produced reports from various parts of the world, including conflict zones.

Between News and Archaeology

From 1999 to 2000, he was a correspondent for Il Mattino from the city of Herculaneum, working in synergy with the Directorate of Archaeological Excavations on the rediscovery of the "Villa e Terme dell'Epitaffio", destroyed by the eruption of Vesuvius in 79 AD.

Digital, Training and Innovation

Between 2000 and 2003, he coordinated the development of the first Italian e-learning platform as part of the "Teleformare" project (Tuscany Region), collaborating with ISI srl and Fastcom srl. He is an expert lecturer in e-commerce for post-qualification courses at the "Isabella D'Este" Professional Institute.

During these years, his interest in web design and digital communication grew.  Works with Edidue srl – Bloom Adv as a Graphic Designer and Art Director. Manages independently the clients Vodafone Consumer (trade co-marketing operations), Ira Corsetteria (packaging, catalogues and website) and Domel. Also contributes as Art Director to projects for Gruppo Aquila (brands Tibaldi, Lalex, Jaguar and Ducati writing instruments), Calzaturificio Fratelli Peluso and other agency clients.

Insight Adv: Creativity at the Service of Business

Nel 2006 fonda, insieme a Olga Botova, Insight Agency e, nel 2022, dà vita a Insight Adv Ltd, di cui è Creative Director. È anche founder di Emmeu Creative Studio, boutique creativa specializzata in fotografia, video e grafica.

The agency develops integrated communication projects for national and international clients, including:

• Vodafone Italia – Divisione Business e HR nazionale
• Eurofrigo and Catone Logistica
• CSF – Centro Servizi e Formazione srl
• Insieme srl – Social enterprise
• Mondo in Cammino
• Leaders in the vaping sector: Esigitaly, Nuvole d'Aromi, Independent Smoke, Omega

He has managed communications for numerous high-impact social initiatives, including Cresci, Pisla, Sostha, Oltre, Combattiamo la dispersione and Geni.A.

SloU Cobra: The Musical Side

Performing as SloU Cobra, he dives into everything from dance and blues to reggae and hip hop, putting out his tracks in English. Since 2024, he’s kicked off a new chapter, writing and singing in Italian as well, while playing around with more modern sounds and personal lyrics.

Writing

In March 2025, he publishes his first novel, "Lettere dal cielo", an intense story that intertwines memory, emotion and spirituality. A literary project that marks the beginning of a new creative chapter.

Credentials, Recognition & Memberships

International Accreditations

• Visual Artists Association (VAA - UK): Standard Member. Active insurance coverage Public & Products Liability up to £10,000,000, operative worldwide. Membership includes access to mentoring programmes and artistic business development. Credential verifiable via Hyperstack digital certification. 
• a-n The Artists Information Company (UK): Professional Member (Artist & Visual Arts Professional) no. 40089386.
  Membership includes Professional Indemnity insurance cover up to £5,000,000, Public & Products Liability up to £10,000,000, and Personal Accident protection. Accreditation covers activities in direction, production, consultancy, and digital development within the visual arts sector.
• Creative UK: Member of the Collective Network.
• IWA (International Web Association): Registered member of the international network dedicated to professional web standards.

Awards & Recognition

• Fedrigoni Top Application Award (2006): Contributor to the Tibaldi graphic design project (Gruppo Aquila), developed at Edidue srl – Bloom Adv. Winning project.
• Fedrigoni Top Application Award (2008): Finalist with the coordinated image project for Vodafone Business (Insight Agency). The system articulated two levels of collateral — aimed respectively at agencies and individual agents — within a single coherent visual logic, produced on Fedrigoni Sirio paper with hot foil printing.

Trade Associations & Authors' Rights

• SIAE (Società Italiana degli Autori ed Editori): Registered as author, composer, photographer, graphic designer, screenwriter, and director across the Musica, DOR, and OLAF repertoires.
• ACSG (Associazione Culturale Studi Grafici): Full Member of the historic association founded in 1945.
• A.I.COPY (Associazione Italiana Copywriter): Full Member.

From news to creativity, from music to writing: a professional journey built on listening, curiosity and the ability to tell stories that leave a mark.