Ad men Virat Tandon and Amer Jaleel launch 'Curativity'

After calling it a day at the challenger agency, Mullen Lowe Lintas Group, in November last year, Amer Jaleel, former Group CCO and Chairman, MullenLowe Lintas Group, and Virat Tandon, Group CEO, MullenLowe Lintas, have reunited to launch yet another independent agency- Curativity.

Led by founders Jaleel and Tandon, Curativity is at the beginning of the journey to establish a novel ecosystem that revamps marketing service talent. This ecosystem is designed for brave and ambitious marketers, as well as adaptable talent seeking to meet client demands for access to innovative, high-quality talent, speed, efficiency, and flexibility, distinguishing itself from traditional agency structures that have become akin to 'walled gardens.'

“Marketing and branding requirements are witnessing a massive change. With 167,000 new companies being formed in India in 2022-23 alone, there has been a 10X increase in the number of companies and brands created as compared to 10 years ago. During this period, the media landscape has changed completely leading to new challenges in brand building. The demand for new creative skills has increased manifolds due to the emergence of so many new digital publishing platforms and formats. To top that, there has been a steady global shift of some of the best talent from organised employment towards independent work. In India too, Independent talent is already a large part of the creative talent pool growing at 13X since the pandemic,” as per Tandon, Co-founder, Curativity.

He also went on to add that many clients have already recognised the advantages such as freshness of work, hunger, flexibility and efficiency that independent talent inherently brings, however, the good ones are difficult to find which is why, in Tandon’s views, it's time to organise the huge and massive force of independent talent across the entire marketing services spectrum and make it easily discoverable and accessible at scale to clients and make working with independent talent an essential part of the marketer’s playbook.

As per Jaleel, Co-Founder, Curativity, only a few individuals today know how brands are built and have done a bit of building of their own as well.

The newly launched agency, in his view, is their attempt of adding value to the world of brands by creating an ecosystem parallel to the existing one- one that has no walls limiting the talent, skills and capabilities needed to create the brand work of the future.

“A seamless connection with independents, a platform that can hopefully fill the gaps we’ve all felt in legacy structures. And help create fresh, distinctive and ownable worth, through curated creativity,” he added.

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