Advertising is all about perceptions, I think the biggest task of a CREATIVE is to change/elevate/reinforce that perception in the minds of the consumer. Once this is achieved, the product comes in and we begin our task of advertising and creating an engaging relation with the BRAND. Lasting impressions are created here and the brand then resides in the heart of the consumer. When the consumer starts using, advocating and finally preaching the 'product', you have indeed created a BRAND.After graduating as a Fine Artist with a Gold Medal, Prashant Sankhé started his career as an illustrator in Mumbai. Enthralled by the power of the idea that lay within the strokes and shades, he soon moved closer to Advertising. Half a dozen assignments and 19 years later, he serves as the Executive Creative Director of Percept Gulf, Dubai. Apart from nurturing and empowering Creative teams, his passion lies in Print advertising, TV and Identity creation, which has won him several recognitions, awards and accolades. Often addressed as ‘Creative in a Suit’, he has a knack for strategic thinking and he forays into New Business too.From several food and beauty brands to banking, automobile and tourism, Prashant’s experience is wide and varied. His portfolio includes several local and international clients such as Mazda (UAE and Oman), Nando’s, Peugeot, Nikon, FujiFilm, Epson, Lexar, Citizen, Carter’s, Nissan & IKEA (Kuwait), etc. Prior to Percept, Prashant was heading the creative at M&C Saatchi, where he shaped the communication for Dubai Tourism, Dubai Duty Free, LG, Sony, Samsung, Canon, Chevrolet and Siemens etc. With over a decade spent in various GCC markets, Prashant also gives occasional lectures on advertising in the region and talks on Art Direction and Design.Specialties: • Press and Print Advertising• Corporate Identity and Brand Development• Radio Advertising • TV Commercials and Corporate Audio Visuals• Social & Digital Media• Activation