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Every agency will, at some point in time, find itself needing more creative professionals.

New business gains, or employee attrition, whatever the cause may be. Any smart business manager knows it is always better to promote from within, provided the guys on the inside have a definite upside! But, at times, hiring new crew is unavoidable.

Now, the million dollar question. How does an agency evaluate creative professionals?

Educational qualifications? The number of years in business? The number and quality of awards won?

Today, most creative professionals have some professional advertising qualifications. In any case, the hours spent in the classroom count for considerably less than the hours spent in the library. As far as the experience goes, some bright souls manage to do a lot more in two years than some other might do in ten. And yes, the awards. Can any trophy or certificate actually reveal who actually had the idea for the award-wining creative?

No, there has to be a better system.

Presenting the 3 Cs of evaluating creative.

Craft, Cost and Commitment.

Now, this is not a form with boxes that can be checked off. There is work involved, on the part of the recruiter. Except for the “Cost”, the other two are intangibles. So, the recruiter has to ask around in the industry for information.

Craft, in this case, does not mean mere word smithing or art direction skills. Craft means awareness of category. Craft means the willingness to do some homework. Craft means the refusal to copy somebody else’s work. Craft means the integral honesty of a creative person. The Account Directors would be the best people to check with!

Cost. Ah-hah. Business men often talk about a ‘win-win’ situation. This is a classic case. Creatives need to be paid enough to keep them happy, and feeling valued. Yet, the figure must be credible to the bean counters in the back room. Of course, there is a slider on the quality parameter!

Commitment. Face the issue. The creative person was hired away from another agency. Will another poacher succeed? Or will the creative person give you some time to get things rolling? There have been instances where clients have refused to accept a creative person known for very frequent moves. Then of course, there is another kind of commitment. Will the new hire insist on going home at 6 every day? Or worse, will work happen only after 8 in the evening? Again, a few calls to the former colleagues will provide the answers.

So, after getting satisfactory answers to all the above questions, the contracts have been inked, and the new creative in the cubicle or cabin (based on seniority)!

This is probably the appropriate time to revisit the 3 Cs.

Craft? Check. Cost? Check. Commitment? Check.

Is this enough to encourage the production of great work?

Any sensible manager will answer no.

What is the missing link?

As any creative person will tell you, the biggest and most intangible reward is peer group approval and reverence.

Awards, in short.

And what do you need to produce award-winning creative work?

Challenges.

That’s right. Challenges. To produce outstanding work, on time, on brief, and on today’s safety first clients!

It works. It has always worked. The true blue creative person’s most effective stimulus is a challenge to produce outstanding work. And the biggest rewards are often heard in a client’s conference room. The sound of a pair of hands clapping quietly, almost as if they are in a place of worship.

Gentlemen, and Ladies, the rule for hiring creative cannons is hereby revised.

The 4 Cs of hiring creative – Craft, Cost, Commitment and Challenges!

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Veena Kotian

Accounts Manager

Living life with the Sound Of Music soundtrack playing in the background, Veena is one of those few people who can say things like life is beautifull and power is within us and make it sound believable and inspiring. When not spreading smiles, she can be found sprawled on a secluded beach at a beautiful somewhere with a book, living by the famous motto: You get the drinks and all get the suntan lotion.

Swati Khandera

Account Officer

Swati likes to dance through life on the tune of Working Man, her magic fingers expertly playing with numbers, feeding her life-long affair with finance. When not busy trying to keep us away from her box full of change, she enjoys going to places, buying things, reading and music.

Sudhir Bajirao

Sales Executive

Sudhir is just passionate about his work and believes in hard work, he aims to be the very best in whatever he does. A compulsive foodie, loves to travel and enjoy the beauty of nature.

Sanjay Patil

Head - Client Solutions

Everyone close to Sanjay knows that the way to his heart is a little bit of affection and a lot of chicken. His gastronomic love affair takes him around the city searching for food to satisfy his soul. A fiercely loyal friend, he constantly strives to excel at work and otherwise.

Abhay Manjrekar

Client Servicing Executive

A young, energetic and extremely committed man, Abhay Manjrekar, is the secret of our energy. Loved by everyone at Young and appreciated for his dedication by clients, Abhay is always the ‘go to man’ whether it comes to everyday work or impossible deadlines. With an experience of over 5 years in handling various brands, Abhay always gives his hundred percent to everything. His understanding of creativity and brand strategies along with the flexibility to adopt multiple roles, make him a formidable team player who takes it all to the finishing line with commendable effort. Apart from advertising, loves to have a ball watching a game of cricket with buddies.

Sachin Pirkar

Office Assistant

While the rest of us sing a different tune, Sachin happily spends his day humming the latest Rakhi Sawant hit. With a smile that can light up a country, he the proud keeper of the offices playlist.

Ramdas Pawar

Office Assistant

Ramdas, with his crisp collection of shirts, is the man who will patiently wait with you late into the night. Everyday management aside, you can always count on him for everything from keeping you up to keeping you fed.

Baban Lokhande

Studio Executive

Baban likes the speed of his curveballs to be directly proportional to the speed of his bikes. However, when not indulging his need for speed, he dabbles in mellower things in life such as discovering new albums, action movies, and photography.

Sandeep Sinnarkar

Creative Head

Doing work that works, for the clients, the brands and the agency – that’s the simple mantra Sandeep Sinnarkar adheres to when he gets down to work. With an experience spanning 25 years, he has to his credit a diverse body of work across categories such as Automobiles, FMCG, Lubricants, Real Estate, Hospitality, Pharma and Medicare, Banking, Fashion and more. For more than a decade he drove communication and creative strategies at Lowe Lintas – a stint where his work many won accolades. He strives to produce work that’s founded in insights, aimed at building an emotional connect with the TG. And guess what, he does it equally well in English, Hindi and Marathi as well.

Amit Rane

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On an ideal Sunday, you will find Amit lounging in the grass humming along to old classics, as he waits for his turn to bat on the field. Also, if he had his way, he would drop everything and travel the world on his bike.

Jitendra Boricha

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Jitendra, along with being an expert media strategist, is also an avid learner. Armed with an MBA in marketing, he has previously lent his expertise to leading media establishments such as Times of India, Mid Day and Radio City. Needless to say, he brings vast knowledge and experience to the agency. At Young, he has taken up the challenge of creating and
marketing new business initiatives in the media vertical. Interested in fresh, innovative avenues to explore, heÂ?s always on a lookout for new and effective media offerings for our clients.

Anup Kotekar

Co-Founder & Director

It's a question that bogs down virtually every entity in the space of creative communication. How does a brand get itself to be seen, heard and remembered amidst all that media clutter? Young gets its answer to this one with Anup Kotekar, a senior media expert with top drawer experience in media marketing and management. Anup's career has had long and rewarding stopovers at the Times of India - where he was involved in hard-core media marketing for 12 years, WPP Â? where he set new benchmarks as the National Head (Sales) and Group M. Anup has also been a part of the core team which set up India's first retail media company Future Media Â? where he served as the Business Head for the audio visual media vertical.

Wilfred Fernandes

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Innovative thinking at Young begins right at the top. With a reputation for cutting through marketing clutter with fresh business approaches, Wilfred Fernandes keeps the momentum at Young going with initiatives that take it out of the league of its contemporaries. The founder of Young distributes his zeal and energies between overseeing the performance of all Young verticals, driving new business development, and thinking up big ideas to set Young apart from the crowd. Not really a surprising package to expect from a professional who has pioneered several innovations during his 14 year stint at the Bennett Coleman Company Group, the Times Property supplement being a fitting example. Wilfred has also been the Chief Marketing Officer at Ekta World.