Anant's blog: Ads need to sell, awards can wait

Had a leisurely breakfast with BBDO’s Josy Paul a couple of Sundays ago. He’s been interviewing, literally, hundreds of junior creatives for the Delhi office.Most of them, even those with a few years behind them, have little understanding of how consumers behave, of the challenges of competition, of insights, of research.They all know how to create ads that look like award winning ads, though.Had a long chat with a US based founder of a creative shop last week. He’s been looking for senior creatives for his proposed Mumbai office.