IAA to host Creative Mantra workshop 26-27 June

• The workshop will feature sessions conducted by leading local and international tutors

The International Advertising Association (IAA) will host the highly anticipated Creative Mantra workshop on 26 and 27 June at Citrus Waskaduwa. The workshop will provide creative professionals from the local advertising industry with the opportunity to learn about all the key processes involved in delivering a quality piece of work. From the initial client brief to the final creative presentation, participants will be able to learn the importance of ideation and complete their work with the guidance of expert local and international tutors. 

The workshop will comprise sessions that teach participants how to tackle the various stages of delivering creative work. Participants will be able to strengthen their approach to a creative brief, they’ll learn how to enhance their creative thinking and they will be able to fine-tune their ability to convert their ideas into memorable and effective pieces of work. The workshop will also emphasise the important role that high quality copywriting and art direction play in the crafting process. Finally the participants will learn how to present their work with conviction and clarity, in order to effectively sell their ideas to their clients.  

A master-class will be conducted by prominent industry professional Dileepa Abeysekara, who will highlight how the needs and preferences of local consumers are changing and how the advertising industry must find new ways to engage with the dynamic youth of Sri Lanka. A total of 50-60 participants from a cross-section of agencies, are expected to attend the event. Select clients have also expressed an interest in supporting the initiative and will attend the workshop to provide their input.   

Other tutors who will share their insights at the workshop include N. Padmakumar (Paddy), Prasanna Sankhe and Prathap Suthan. Paddy has a gamut of creative experience that spans over 20 years. Back in India, he was the Group Creative Director of Lowe, then the National Creative Director of Everest, one of India’s oldest and most respected agencies, following which he moved to Rediffusion Y&R as the National Creative Director, leading a team of 120 creative people. While in advertising, he won a whole host of awards from several countries including Sri Lanka (He led Lintas to two successive Agency of the Year wins, and won Creative Person of the Year himself). Paddy now focuses on creating short, meaningful and thought provoking films for humane causes. 

Prassana Sanhke has the distinction of being an alumnus of Sir J.J. School of Arts and became the youngest National Creative Director in India in 2007. Before his second term at Publicis Ambience, he worked at ANC and HTA (Presently JWT). He has learnt advertising under stalwarts like Alok Nanda, Elsie Nanji and Ashok Kurien and was awarded Best Art Director in India twice. His work has received significant recognition at prestigious festivals and he has won gold at a variety of shows as well as metals at Cannes, One Show, D&AD, the New York Festival and the Spikes Festival of Creativity.  

Prathap Suthan has worked at Mudra Communications – Ahmedabad, for some of India’s largest brands including Reliance Industries, Rasna, Dhara Oils etc. He won the CAG Commercial of the Year for Ajanta Clocks and also worked on the McDonald’s and Super Bowl accounts at DDB Chicago. In January 2011, he joined India’s first global consumer services brand – iYogi, as its Chief Creative Officer. He now works with over 20 clients, including Jabong, Dulux, iYogi, Zee News, Zee Business, Tupperware, DIAL, VEEN Waters, Bhima Jewellery, Flight Shop, Dr. Reddy’s, Times of India Foundation and  Microsoft. 

Creative Mantra is part of the IAA’s ongoing commitment to training and developing the next generation of creative talent in Sri Lanka. Training sessions such as this provide up-and-coming creative professionals with the skills and confidence they require to deliver world-class work to clients, whilst simultaneously ensuring the evolution of the local advertising industry at large.