From fashion designers to mechanical engineers, from Agra to Bhopal, Leo Burnett’s Portfolio Night, partnered by exchange4media, held in Delhi for the first time witnessed participation from aspiring young advertising copywriters, art directors, designers and several renowned creative directors. The young guns got a chance to share their portfolios with some of the most senior and experienced creative honchos.
The young creatives had immense untapped power and were aware of things happening globally. They embraced a lot of unconventional things that made them look different.
KV Sridhar, Chief Creative Officer, Leo Burnett India and Subcontinent said, “I saw very interesting work with portfolios having a mix of case studies, films, print ads and logo. I am amazed to see the kind of access these young ones have to technology and knowledge about advertising.”
According to him, the definition of creativity is changing and now it’s all about product designs, installations, 3D designs, promotions and activity. Advertising is attracting a different kind of talent and the younger generation is embracing all the new things. “It is an amazing opportunity to interact with the younger generation and see where the future lies,” he added.
Since its debut in 2000, Mumbai has been one of most popular Portfolio Night cities, but the new creative hub Delhi showed excitement and enthusiasm with some great pieces of work.
R Balki, Chairman and Chief Creative Officer, Lowe Lintas stated, “I saw some outstanding pieces of creative work. Some of the people who are coming in are aware of the industry because they have worked for some time in smaller agencies. For them, wanting to move up from small agencies is a very good sign. I wish more people to come for these events.”
“I think instead of having blind portfolios, if there is a brief online on a product and people develop solutions, it will be much better,” he suggested.
According to Rajiv Rao, National Creative Director, Ogilvy & Mather, the level of creativity is getting better every year. The young talent is aware of what’s happening around the world and that gets reflected in their work. People even from the remote places know the international standards. “The Portfolio Night has given a chance to meet a lot of creative directors together and it can get bigger with more and more creative directors participating in it so that more youngsters can get a chance to highlight their work,” said Rao.
The event saw several young copywriters, art directors and designers speed date the creative leaders and there was vibrant and free flowing exchange of ideas.
Agnello Dias, Co-Founder and Chief Creative Officer, Taproot India said, “At their age and experience, most of the work is outstanding and if I compare myself at that age, I wasn’t even half as good as they are. Coming to Delhi or any other place than Mumbai has changed things for better because we get exposed to a variety of talent. It may be a good idea to do this in Bangalore or even Kolkata.”
“The level of creativity is going up but the things used to measure creativity are changing every day. The Portfolio Night is serving the purpose but if there is certain filtration by helping youngsters choose the best work to highlight, it will get better,” he added.
According to KS Chakravarthy, National Creative Director, Draft FCB Ulka, the standard has been really good and if compared with last year, the level of creativity has increased. It is interesting to see people move out of Mumbai to unearth talent in Delhi. “The whole idea of Portfolio Night in a country like India gives a chance to meet the hidden creative stars from Tier II and III cities, which is very encouraging. It’s an evolving thing and we will keep fine tuning it as we go further,” he added.
The Portfolio Night also announced the launch of Portfolio Night All-Stars, where one young creative from each Portfolio Night event will be brought to New York for the competition in August 2013. Portfolio Night took place in twenty-four cities all over the world: Athens, Austin, Beijing, Boston, Budapest, Chicago, San Jose, Dallas, Detroit, Johannesburg, Kansas City, Los Angeles, Montreal, Mumbai, New Delhi, New York, Paris, Philadelphia, Sao Paulo, Shanghai, Singapore, Stockholm, Tokyo and Toronto. Thousands of young creatives met with hundreds of the world’s top creative directors. One person from each location will be named the All-Star and invited to compete in the Portfolio Night All-Stars competition.