ASIA-PACIFIC – CHINA, FEBRUARY 4, 2013 – DDB Group Shanghai has introduced LaunchPad for Future Bernbachs, an inaugural 2013 talent development program for young graduates or soon-to-be graduates. This is part of DDB’s global LaunchPad talent development program that is also being rolled out across 13 other participating agencies: DDB offices in New York, Sydney, Singapore, Chicago, Miami, San Francisco, Dubai, Istanbul, Helsinki, Johannesburg, Berlin, Sao Paolo and Buenos Aires.
Amir Kassaei, chief creative officer of DDB Worldwide said: “This marks the very first Class of 2013 as a key initiative for our Global Creative Hub here 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. I am grateful to my own mentors that helped me break into the advertising industry and I echo our founder, Bill Bernbach’s words, ‘The people who are going to be in business tomorrow are the people who understand that the future, as always, belongs to the brave’."
The program is designed to help young talents get their first job in the industry and is a testament to the agency’s commitment to bridging the gap between classroom education and hands-on application, helping budding talent differentiate themselves within the competitive advertising industry.
There are currently 28 Future Bernbachs on their three months LaunchPad internship in the Shanghai office. They consist of a mix of locals from Tier 1 Shanghai to Tier 2 cities in Hefei, Tangshan, Ningbo, Nanchang, Suzhou, Wuxi, Hangzhou, and Qingdao to Tier 3 in Yinchuan, Shaoxing and from Tier 4 in Hainan. One international intern hails from Australia. Participating local universities include: Shanghai LIxin University, Shanghai University, East China Normal University, Tongji University, Shanghai Art & Design Academy, Shanghai University of Science and Technology, Shanghai JIanqiao University, China Academy of Art. Participants also include graduates and undergraduates from Central Saint Martin College of Art & Design London, Michigan State University and The University of Sydney.
“It’s in our nature and passion to nurture young talent and create a culture of inspired creativity. DDB’s DNA and philosophy is always about Creativity. We believe creativity can come from any discipline; be it creative, account, planning or data. This is not your typical run-of-the-mill internship program, but one that is structured yet filled with creativity aimed to bring the best out of each intern,” said Jimmy Lam, vice-chairman and chief creative officer of DDB Group North China.
Lam welcomed the Future Bernbachs with warm and encouraging words at DDB Shanghai’s Town Hall on January 29. Each Future Bernbach was given a t-shirt with ‘Hot Stuff’ on the front, ‘Future Bernbach’ and a unique, personal number at the back.
“LaunchPad could not be a better head start for DDB’s Future Bernbachs where they bring their energies, enthusiasm and fresh creativity to the teams here, and in return get mentorship and inspiration from their respective immediate supervisors plus senior management team. We are excited that the Shanghai program format is also being considered to other DDB offices such as Dubai,” said Richard Tan, president and CEO of DDB Group North China.
Hermione Li, Future Bernbach with number 11 on the back of her T-shirt shared: “LaunchPad is very inspiring and provides me the opportunity to meet with so many talented peers and mentors. I am proud to be one of the first Future Bernbachs in Shanghai. What I like most is that DDB is all about Creativity, and every one of us gets a chance to shine here.”
Past LaunchPad graduates Matthew Knapp and John Downing had their first break in advertising through DDB Sydney’s LaunchPad program in 2007. They recently moved to DDB New York as senior art director and senior copywriter. Knapp and Downing’s work have been recognized in major award shows such as Clio Awards, New York Festivals, Young Gun, Cannes and One Show for McDonald’s and Telstra.
