My greatest success was believing in online communication right from the start - that's what they now call "experience".

Please give us a brief bio of yourself.

Alessandro was the Creative Director of Seven Inferentia DNM Group Company from 2000 to 2003.

In 2004 he launched Fishouse and served as its president until 2006, making it one of the most highly acclaimed Italian agencies online.

Today he is the Creative Director of Saatchi & Saatchi’s interactive division.

His background is extremely multifaceted: he studied architecture at university while cultivating his passion for photography. He then started working in the field of graphic arts and communication until he entered a new dimension – the Internet – which he used as a medium for experimenting new communication forms based on his extensive experience.

Please list 3 of your favourite sites.

http://www.weavetoshi.co.jp

http://www.trydrugs.net

my next site

What do you regard as being your biggest achievement?

My greatest success was believing in online communication right from the start - that's what they now call "experience".

What software couldn't you live without?

Adobe flash

What projects do you have in the pipeline?

We're starting work on the new version of The Mercer

Who do you rate as being the top 3 design companies?

http://www.fb.se

Who is your target audience?

It's hard to select a precise target on line, but let's say I like to think mine must be inquisitive people.

What area of web design lacks the most?

The greatest expansion will be in experience-websites.

What did your very first site look like? Is it still online?

Aleart was my first work - it was my personal "webart" site, or at least that’s what it was called, way back in 2000.

Have you written any books, if not do you plan to?

Not yet, but I think one day I'll get round to it.

Do you think Flash is here to stay?

It's hard to forecast anything in technology, unfortunately. But I hope so.

What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

School helps bring out what you've really got in you. If you haven't got anything, it's useless.

When your company was just getting started, what did you find was most effective for getting new clients?

When I set up Fishouse (I'm now a creative director at Saatchi & Saatchi), clients came to us because of the results we'd achieved.

How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

Working and experimenting with personal projects.

What is the most expensive thing you've bought in the last week?

3 brand-new kites from Kitesurf Advance Kondor. (3000 euros)

It's been a privilege, thanks very much.

Thank you!

Saatchi & Saatchi (Rome)