DDB to boost young creative in China

DDB Group Shanghai is launching a new initiative for young creative talents in China.

The programme, called LaunchPad for Future Bernbachs, is part of the agency's global talent development programme that is also being rolled out across 13 other agencies across cities including New York, Sydney, Singapore, Dubai and Berlin.

Amir Kassaei, chief creative officer of DDB Worldwide, said this marks the first initiative for building a global creative hub in Shanghai.

"Our focus is clearly on training and providing a hands-on application to help budding creatives differentiate themselves in this very competitive industry," Kassaei said.

The programme aims to help young talents get their first job in the industry and to bridge the gap between classroom education and hands-on application.

Jimmy Lam, vice chairman and chief creative officer of DDB Group North China, added the programme is not a typical run-of-the-mill internship.

"We believe creativity can come from any discipline, be it creative, account, planning or data," Lam said.