CD's Work - Tips for a Successful Pitch 2

"CD's Work" is a journal where a CD working at a Tokyo-based agency shares insights, lessons from failures, and other content. In our last entry, we discussed the importance of "time" in a pitch. Now, let's delve into another crucial aspect: the unwavering mindset of a CD. This time, we'll share a past failure related to this point.

Avoiding Deviation

In a previous entry, we emphasized the significance of "time" in a pitch. Equally important is the mindset of staying true to your vision as a CD and not deviating from it. Let's explore a past failure that taught us this lesson.

A Major Setback in a Pitch

I was entrusted with a pitch for a significant client as an ACD (Associate Creative Director). The team was composed of members from different countries, and the proposal was due in a month. Eager to utilize everyone's strengths and deliver the best possible proposal, I soon encountered challenges. The ideas didn't come together, leading to wasted time and compromised concepts ending up in the proposal. The team grew anxious about the progress, and management suddenly decided to bring in a CD from overseas to alter the pitch's structure.

The result was a defeat, and surprisingly, what the client wanted was similar to something we had prepared a week before. In other words, succumbing to the influence of others' opinions clouded my judgment as a CD, resulting in a backfiring decision. Despite changing the direction midway, I was held responsible, and it was a terrible outcome. The client said, "This person messed up; we want a different CD for the next pitch!" The team also criticized me for the change in the proposal's direction. It was a devastating defeat with no silver lining.

Dialogue as a Search for Compromise

Back then, I couldn't articulate it, but there was a line from a manga I loved that said, "Dialogue is essentially a search for compromise, and it won't always lead to the best outcome." This perspective resonated with me. Depending on the situation, both "dialogue" and "solo decisions" can be valid choices. What matters most is considering the benefits and drawbacks of each decision and aiming for the best possible result.

Gaining Confidence in Hindsight

A significant factor in my previous failure was that during the process of gathering and listening to opinions, the team began to lose confidence. I also made the mistake of accepting the opinions of a CD who joined midway. While part of it was due to lacking self-assurance during my initial pitch, it also felt like I betrayed the experience and skills I had built working with designers and art directors for years. Though it's unavoidable in the competitive world of business, staying true to oneself without deviating is essential. The foundation for making sound judgments lies in the experiences, skills, and knowledge one has accumulated, and that will never let you down.

Balancing Consistency and Listening

While emphasizing the importance of staying consistent, flexibility is also crucial. Engaging in discussions within the team and asserting your proposal's strength are necessary. To strike a balance, one must have a grasp of the overall workflow. Initially, I lacked this flexibility, but with time and experience, I learned to manage workload and predict timeframes better.

Reflecting on that bitter defeat, years later, I faced another pitch and emerged victorious. The client acknowledged that the proposal met their requirements. It was a sweet revenge, and it reminded me that the key to success lies in being consistent and listening to others while having confidence in oneself.