NEW DELHI: US-based advertising firm Wieden + Kennedy (W+K), best known for its work for Nike, plans to soon play Godfather to creativity. Claiming to be a first of its kind, the firm plans to reach out to ‘ creative entrepreneurs ’ keen on starting their business by offering infrastructural support, networking opportunities and guidance from inhouse experts.The agency which is headquartered in Portland, Oregon, is one of the largest independently-owned advertising agencies in the world. It started operations in Delhi in 2007 after merging with creative agency ‘A’ founded by Mohit Jayal and V Sunil and boasts of a client list that includes IndiGo, HCL Technologies, InterGlobe, Heineken and Royal Enfield.The call for entries, which will start from next week, will screen people below 30 years from creative pursuits such as theatre, art, design music and the like, except for advertising. “There are already too many people in advertising – more are not needed,” says V Sunil, executive creative director, W+K.Eventually, W+K also plans to take a stake ranging between 10-20% in the new business. “Creative and commerce have to work together. The business can grow well only in that manner,” adds Sunil. Positioned as a mentoring programme where brands, technology, popular culture and creative entrepreneurship would come together for new businesses, the agency plans to choose four people looking at starting their creative enterprise.Depending on the kind of company that is set up, the agency will help the individuals reach out to a wider network of people. “For a young company, the value will be massive as they will get direct access to our network and that can get things moving for them,” says Sunil.The idea had hit off in December when the agency decided to help those who wanted to start a business but did not have the necessary means and wherewithal to do so.“There are a lot of good ideas but no proper way to implement them. We thought that such talent needs to be given the right platform to take things to the next level. This would be the best way through which they can expand their horizons,” says Sunil. The mentoring programme will be spread out over four months, after which the applicants can branch out on their own turf, he adds.Globally the agency has had their Portland Incubator Experiment (P.I.E) which was a collaboration between W+K and tech entrepreneurs.