MxMIndia

Tag: creative directors

  • The idea is to not just create a platform for young talent, but to also actively look for the unique, different and gifted

    Lowe Lintas to host 10th Portfolio Night

    By A Correspondent

     

    Lowe Lintas and Partners has once again come in support of Portfolio Night, which in its simplest form is, a platform for young creative aspirants to have their work sampled by at least three top creative directors from the industry in one evening. In the process, they not only get feedback and advice, but if they are good enough, they might land up a job as well. It is conducted on the same date in more than 20 cities all over the world every year.

     

    Organised by IHAVEANIDEA globally, as an industry event, it has been growing over the past few years with a lot of young creatives looking forward to it. Since 2003, it has taken place in 56 cities and 35 countries around the world. Over the past nine years, over 11,000 young copywriters, art directors and designers have taken part in it all over the world. And over 2,800 Creative Directors have given their time to participate in Portfolio Night.

     

    Mumbai has been a part of this event since last two years and this is the third year that it is being organized in the city. Given the significance of encouraging and motivating new talent in the industry, the mantle of organizing Portfolio Night in Mumbai has been taken up by Lowe Lintas and Partners this year on May 23 at the Four Seasons in Worli.

     

    With 25 top CDs from the industry slated to attend and review the work of young, enthusiastic creatives, this highly anticipated evening will unite advertising and design communities in every continent as the next generation of creative talent makes an exciting foray into the industry.

     

    The idea is to not just create a platform for young talent, but to also actively look for the unique, different and gifted. It acquires tremendous significance as there are limited opportunities for the young creatives to discover opportunities in the industry. This is one way with which they not only get one but three opportunities in one evening.

     

    And while one may think that he or she is talented enough to be in an agency, the reality of what agencies and Creative Directors look for may be completely different. Part of the attraction is thus the opportunity for young aspirants to get valuable advice and perspectives as well, from some of the well-known and established CDs who have gone through the grind.

     

    Arun Iyer, NCD, Lowe Lintas and Partners, said: “Hosting Portfolio Night is one way for us at Lowe Lintas and Partners to give back to the community. We would want young creative guys to come in and get the chance to talk to some of the best known CDs in the country. It’s only when you sit in front of someone who has the experience and the maturity that you understand what’s frivolous and what’s really important in a given context. Portfolio Night is thus the right opportunity to get a Reality Check.”

     

  • The so-called old-world creative directors, who have been weaned on TV commercials, will continue to thrive because TV isn't about to die in a hurry in this country. But when it comes to using the digital media for their clients, these TV heroes are zeroes.

    Anil Thakraney: Adland blues – where the ‘uncles’ don’t understand digital & ‘dudes’ don’t know Real India

    By Anil Thakraney

     

    One subject that keeps popping up when I meet senior creative directors from the ad world is the challenge posed by new media. And it’s a bit of a worry for everyone because India, unlike developed nations, is placed on a very interesting media matrix.

     

    On the one hand, we have the so-called old-world creative directors (most of them also chairmen of agencies) who have been weaned on TV commercials. Their entire focus and creativity is concentrated on the tube, they can only think TV (not even print!). And they will continue to thrive for many more years because unlike in the western nations, TV isn’t about to die in a hurry in this country. However, these TV hero ‘uncles’ are zeroes when it comes to using the digital media for their clients, and that’s obviously a big weakness. Their understanding of the opportunities offered by the social media space, for example, is very poor. In fact, both Balki and Piyush haven’t even registered for either Twitter or Facebook, that should give you an idea of their disinterest.

     

    Which is why they rely on the ‘young geeks’ in their offices to figure out the use of the digital media for their clients. The twenty-somethings who live their lives purely in the virtual world. The problem with these nerds, on the other hand, is that they don’t understand the traditional media at all. In fact, drowned in their comps/pads/mobiles 24X7, these techno-wizards are disconnected from reality. Therefore incapable of coming up with ideas that are born out of the nation’s culture and beliefs.

     

    For a Kolaveri sort of viral magic to happen for brands, this twain shall have to meet. Either the senior CDs make sure they spend energies to understand and bond with the digital space. Or, they ensure the bachchas in their agencies spend at least half their waking hours getting to know Real India. There is no third way out.

     

    This chasm is no good for the health of the brands they handle.

     

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    PS: A review of Suhel Seth’s book has got the author all worked up. And the feisty man has been busy dissing the article writer, calling him a ‘loser’, ‘unemployed economist’, ‘a lowdown’, etc. Apparently, Seth later deleted the sweet tweets. Here’s the link to the said review. Must-read stuff.

     

     

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