ddressing young creative minds at The Block, the 10-stage creative workshop by the Advertising Agencies Association of India in Mumbai recently, creative consultant Deepa Kakkar echoed a thought that has been repeatedly made at the forum by the likes of Mohammed Khan, Piyush Pandey and Prasoon Joshi. Kakkar also shared her thoughts on how creative directors can evaluate the work done by their juniors to spot ideas that are good and long-playing.

She began by saying that while most of those gathered were likely to become creative directors, she warned that creative directorship is "a role and not a position". Kakkar believes that creative directors have the responsibility to help account planning and servicing write a good brief, that helps creative in taking the leap. Here�s a summary of Kakkar on how to spot a good idea.... more