Being successful with a Talent Agency: an interview with Atomical CEO Federico Rognoni

What are the qualities that, in your opinion, set you apart from the others in a field crowded with competitors? How do you manage to stand out?

The “verticality” of our services undoubtedly distinguishes us from competitors. We don’t just focus on well-known performers or people working in the entertainment business as a whole. Yes, we do have them, but our main objective—and what we’ve been working towards since 2018—is to fully realize the potential of platforms like TikTok. We have a roster entirely devoted to books and another to makeup, which highlights our unique position in the market.

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A “Talent Agency” is a company that manages talents in a range of areas, such as business operations, marketing, office administration, and promotion. What plan do you have in place to support the success of the talents who count on your agency? And why do you believe a company or one person would need to rely on a talent agency?

We certainly support talents throughout their entire growth journey. We, therefore, offer expert guidance on how to best utilize social media, particularly TikTok, at both the strategic level and the creative level, proposing formats and trends. We assist them with monetization as well.

Considering that now is the perfect moment to join TikTok, brands, and businesses should, in my opinion, sign up. What is happening now is similar to what was happening on Instagram in 2014–2015, when growth could happen quickly and spontaneously, while achieving the same numbers today would require significant investment. Although TikTok allows significant organic growth at the moment, in two years it will probably no longer be possible. Therefore, the better the results will be the earlier you get started.

Talent agencies certainly are useful for selecting the “right faces” and paying attention to the talent audience because, while brands undoubtedly have the ability to create content for TikTok, selecting the right faces is frequently a challenge. Someone renowned ought to appear on every TikTok channel. Working with companies like ours has other advantages, including visibility, because if you start from scratch, you might not necessarily “explode.” On the other hand, working with talent agencies, who have their own audience to target with their content, unquestionably results in greater results.

What are the three pieces of advice you would offer to a company, even a “traditional” one, that was thinking about opening a TikTok and wanted to enter the digital world?

The first piece of advice is to abandon “traditional” forms of communication because even the most “glossy” and expertly produced TV commercials are expensive and do not always result in platform-specific results.
Understanding how to use the platforms, particularly TikTok, is effective. The language that this platform’s users are used to needs to be used.
The second is to maintain consistency, meaning do not simply complete campaigns and then ignore the profile in between campaigns. I recommend developing the profile, perhaps even by only posting three pieces of content per week, but regularly.
The third piece of advice is to include advertising as well as the organic factor, as this will help you maximize your efforts by giving you an extra boost.

You celebrated a young, expanding business’s beginnings and achievements. This appears to contradict recent rumors that companies would prefer to no longer rely on talent agencies. Would you vouch for the fact that this is not the case?

That’s accurate. When a talent agency does not support either the artistic element or what is related to monetization or campaign success, we say that the agency is useless. The best creators for particular niches as well as target brands are carefully chosen by us. For instance, a publishing house may rely on us to have a large roster of committed creators for the niche segment devoted to books.

Relying on a talent agency in situations like these generates excellent opportunities and reduces costs, without a doubt. However, if you choose to shoot blindly by relying on, say, ten different Talent Agencies, you run the risk of running out of money because having “numbers” does not always equate to generating conversions.

Do you have any plans to implement awareness-raising initiatives in schools, psychological support pathways, or training for youths, including those that relate to sustainability, given that you are close to young people, who are particularly exposed to the risks and opportunities of platforms?

I gave a TEDx presentation on the threats and opportunities of the digital world back in 2021. If you enter it consciously, it can really offer a lot. When this awareness is lacking, a problem arises, and in this situation, there are significant risks involved. Beyond TED, other projects we are working on are already headed in the same direction. In addition to having spoken about the subject in schools, I am currently packing to travel to Trentino to do so again. We have a strong commitment to it. In order to engage young people, particularly those in the suburbs, in the sustainability movement, we participated in numerous charitable activities with Nazionale Cantanti and Play2Give.

How was your interaction with our agency, in particular with our Gloria who supported you throughout the event’s planning process? Would you mind giving us some feedback?

Definitely, yes. While my team and Gloria handled the organisational part, I focused primarily on the creative aspect. When I saw the finished product, I could tell a great event had been realized, so I’d say my feedback is excellent!

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