Amitav Misra : Creative Director, JWT
Posted in: UncategorizedProfessional day dreamer. Compulsive music player. Virtual comic consumer. Streaming content spooler. Habitual beard puller. Science fiction enthusiast. Avid conspiracy theorist. Juggler of words. Amitav ‘Tabhu’ Misra.
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Why are you into Advertising?
Sometimes, when I come across an unsuspecting trainee or a clueless intern, and I take them to the side and conspiringly whisper to them –“Abhi bhi time hai tere paas. Bhaag le advertising se. Jee le apni zindagi. Kuch saal mein aadat lag jayegi, phir nahi nikal paayega.” I guess that’s what has happened to me. I got hooked to advertising! On a more serious note, advertising is a safe shelter for anyone who suffers from the creative persuasion. An honest to goodness job that parents can proudly tell their neighbours over a cup of tea. And, an environment that can sustain sensitivity while the said creative can breathe easy, knowing he is not the only weirdo in town. There’s an entire circus of us.
Did you attend school for fine art or design or Communications?
The best way to be a good creative is to have a rollicking time growing up. And never really grow up! Did a part time post grad course in advertising after college, while working for a TV news channel. But none of it had anything to do with the Creative Department. So, no.
Tell us about your most recent campaign?
Currently working on a very big and very interesting project for a new client at JWT. And pitching in for whichever brand needs a creative S.W.A.T. team to churn wonderful creative goodies overnight. Keeps me guessing on what’s next, week to week. Love that!
Were there any particular role models for you when you grew up?
My father worked at the Indian Consulate in Japan. So grew up with Doraemon, Hattori Kun, etc. Later on, real life people like Morrison, Asimov, Rushdie, John Galt, Murakami and Luke Skywalker influenced me.??Where do you get your inspiration from?
Spontaneity. Holidays. Nature. Entertainment. I love keeping briefs in the back of my head (backburner) while I soak myself in the world around me and forget about them, till something goes ‘click’!
Do you have any kind of a program to nurture and train young talent?
Compete with them. Confide in them. Cajole them. Party with them. Push them to do better. Not necessarily in this order though.
Tell us something about the JWT Environment?
JWT is a treasure trove of opportunities. Great brands, great people. But unlike other agencies, where you get to meet everyone in a day, here it takes longer. Just because of its sheer size. One can either say “let’s make the most of this” or be cowered into a corner. Those who choose the former are the only ones who stick around.
Tell us about your biggest challenge as the Creative Director.
Too many meetings to attend.
Do you think brands whose advertising wins awards, do well in the market?
In the long run, yes. When clients approve good ideas and win awards, they see that creative ads are effective and appreciated. They are then open to buying better ideas in the future. These better ideas can do well for the brand, making it do better in the markets. So, yes.
What advice do you have for aspiring creative professionals?
Read more books. See more movies. Listen to more music. Rip out your ego, lock it in your attic, and flush the key. Immerse yourself in great work from around the world. Don’t be depressed or frustrated for more than 42 seconds, it is a waste of your energy.
Who would you like to take out for dinner?
Spider Jerusalem from Transmetropolitan
What’s on your iPod?
60s psychedelia / classic metal / ‘morning’ trance / asian underground / avi & the uprising
Mac or PC?
Blank sheets of white A4 paper. Pen, pencil, sketch pen. Doodles. And whatever I can play music on.
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