EXPERIENCE:
Consultant Creative Director
Viraj Ponkshe (Toronto, Canada area)
Apr 2020 – Present
As an award-winning Creative Director, I bring a proven track record of success. With extensive global experience and a deep understanding of the Canadian market, I drive business growth, forge brand connections, and ensure client success. In Canada’s evolving, multicultural, and inclusive marketing landscape, delivering authentic messaging is crucial. Canadian consumers seek brands that embody their core values. I specialize in creating compelling brand experiences that genuinely resonate with the target audience. I contribute to shaping industry standards and recognizing outstanding creative achievements, having served as a distinguished Multicultural jury member for the prestigious 2019 and 2023 Marketing Awards in Canada.
Brands:
Google Pixel – Live Translate • TD Bank • Ontario Lottery and Gaming Corp (OLG) • Frito-Lay Canada – Kurkure • Chalo FreshCo • Bank of Montreal (BMO) • DIAGEO • Metrolinx • Western Union • Mount Pleasant Group
Creative Director
Ethnicity Matters (Toronto, Canada Area)
Apr 2018 – Mar 2020
During my tenure at Canada’s leading multicultural ad agency, I utilized my extensive global expertise to drive value for the agency and its esteemed clientele. As the creative team leader, I spearheaded the creation and execution of impactful campaigns, consistently exceeding client expectations and earning recognition from prestigious awards juries.
Brands:
Canadian Imperial Bank of Commerce (CIBC) • Canada Dry • Telus Mobile • Public Mobile • Kruger Products • Ford • Samsung Mobiles • Popeyes
Creative Director
Dyversity Communications Inc. (Toronto, Canada)
Feb 2012 – Mar 2018
I spearheaded the creative multimedia work for renowned brands in Canada, delivering value through strategic and creative thinking. Our efforts were recognized with several creative awards, acknowledging the advertising campaigns that significantly elevated brand awareness and market share.
Brands:
Royal Bank of Canada (RBC) • PepsiCo Canada • Canada Post • Bell Canada • Unilever Canada • Princess Margaret Cancer Foundation • Ontario Lottery & Gaming Corp (OLG) • WelcomePack Canada (an innovative direct marketing newcomer program) • Smuckers • Rogers • McCormick • Nestle Canada
Executive Creative Director
Drive Dentsu (Cairo, Egypt)
Jun 2010 – Jan 2012
As the creative team leader at the newly established Cairo branch of Dentsu Network, I played a pivotal role in strategic planning and conceptualization for current and prospective clients. Through innovative and impactful creative pitches, we successfully converted opportunities into new business, driving growth and fostering agency success.
Brands:
Coca-Cola (CSR for 14 countries across Africa and Asia) • Credit Agricole Bank • Daihatsu Motors (Grand Terios and Terios) • Tamarai Bar and Restaurant
Creative Director
Impact and Echo BBDO (Kuwait)
Jun 2005 – Jun 2010
As a creative leader, I led and inspired a team of 25 dedicated professionals, overseeing all aspects of shaping and executing creative strategies and concepts. Through continuous motivation and guidance, I fostered an environment that nurtured the pursuit of bold and innovative ideas. Our unwavering dedication to creative excellence yielded impressive results, with our work receiving 16 Advertising Awards. Notably, we were honored with prestigious GOLD awards at both Dubai Lynx 2009 and Mena Cristal 2009, solidifying our industry recognition. Additionally, our exceptional work was showcased in the esteemed January 2009 issue of Lurzer’s International Archive Magazine.
Brands:
General Motors (Chevrolet, Hummer, Cadillac, Saab, Opel, Suburban, Trailblazer) • PepsiCo • Americana Foods (Hardees, KFC, Baskin Robbins, Krispy Kreme doughnuts) • Gulf Bank • Wataniya Telecom • Al Ghanim Industries (the largest business group in Kuwait covers Automotive, Financial, Engineering, Technology, Electronics, Retail, and Food categories.)
Creative Director
Impact BBDO (Cairo, Egypt)
Apr 2000 – May 2005
Embarking on an exhilarating journey within the international advertising arena, I made a profound impact in the Egyptian market and across Algeria, Morocco, Tunisia, Ethiopia, Sudan, Jordan, and the broader Middle East region. With a diverse portfolio encompassing press, outdoor, film, and emerging mediums, I effectively managed multiple brands. As the creative leader of a dedicated team of 12 professionals, I fostered an environment that consistently drove them towards achieving higher levels of creative excellence. With a hands-on approach, I personally attended shoots for print and TV commercials, ensuring seamless post-production processes for timely delivery of high-quality inputs and outputs—an essential aspect of my role.
Brands:
PepsiCo. Egypt/ North Africa (Pepsi, Mirinda, 7UP, Mountain Dew, Aqua Fina, Frito Lay, Mini Cheetos) • DaimlerChrysler (Jeep Cherokee) • Daewoo Motors Egypt • Henkel (Persil Washing Powder, Pril Liquid Dish Cleaner) • Bayer (Baygon, Aspirin C, Alka Seltzer, Levitra)
Creative Supervisor
JWT (Mumbai, India)
Oct 1994 – Mar 2000
Within the dynamic realm of India’s largest ad agency, I embraced a vast landscape of opportunities. Collaborating with prominent brands, I oversaw substantial media spends, conducted ambitious experiments, and gained invaluable exposure. My tenure at JWT, renowned as ‘The University of Advertising,’ was enhanced by active participation in seminars and workshops focused on advertising and communication. Furthermore, I had the privilege of assuming leadership responsibilities, guiding and mentoring a team of six talented and creative individuals. Through fostering their professional growth, I facilitated collective success.
Brands:
Unilever India (Pears Soap, Pears Face Wash, Close Up Toothpaste, Sunsilk Shampoo)• PepsiCo India (Pepsi, Mirinda) • Air India Airlines • De Beers Diamonds • Warner Lambert (Halls Lozenges, Chiclets Chewing Gum) • Smirnoff Vodka • Malibu Rum
AWARDS AND RECOGNITION:
Cannes Lions
Press Lions National Diploma – 2008
London International Awards
Finalist – 2005
The Marketing Awards Canada
Silver and Bronze – 2015, 2016 and 2018
Summit International Awards (USA)
Gold, Silver and Bronze – 2014, 2015, 2016, 2017, 2018 and 2019
Summit Emerging Media Awards (USA)
Leader Award – 2018
Cresta International Awards
Finalist – 2013
Dubai Lynx (part of the Cannes Lions family)
Gold – 2009
Finalist – 2007
Mena Cristal
Plurimedia Cristal – 2009
Hermes Creative Awards
Gold and Silver – 2019
Marcom Awards
Gold and Silver – 2019
Kuwait Advertising Awards
Gold and Silver – 2008
International Advertising Awards, Egypt
Gold – 2003 and 2004
Work published in Lurzer’s International Archive Magazine
Multicultural juror for the prestigious Marketing Awards, Canada – 2019 and 2023