Former MullenLowe Lintas Group Chief Creative Officer and Chairman Amer Jaleel of and former Group CEO Virat Tandon have announced their new venture, Curativity.
Curativity.in is described as a ‘new ecosystem to re-organise the marketing services talent’. It allows independent talent to register themselves on the platform on the one hand and clients to do the same on the other.
The site in beta mode lists Pfizer, PhonePe and Tata Consumer Products as clients on board.
Curativity currently covers several categories of marketing services talent including fractional CMOs, digital practitioners, influencers, video producers, strategists, art directors, copywriters and researchers.
In a LinkedIn post, Tandon explained the rationale for the launch. His post said 167,000 companies were formed in India in 2022-marking a ten-fold increase in the number of companies and brands compared to a decade ago. That, coupled with changes in the media landscape has led to demand for new creative skills, he reasoned.
“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.
“Many clients have already recognised the advantages such as freshness of work, hunger, flexibility and efficiency that independent talent inherently brings. But, the good ones are difficult to find. It’s time now to organise this huge and massive force of independent talent across the entire marketing services spectrum and make it easily discoverable and accessible at scale to clients,” said the post.
He noted that this was the beginning of their journey to build the new ecosystem for ‘brave and ambitious’ marketers and talent.
“Here, they will discover opportunities to work with each other, to collaborate, to experiment, to learn the newest and best practices and add new feathers to their cap. To up their game,” his post added.
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