Job of a Creative Director - What is a Competitive Competition?

What is a competitive competition (pitch)?

While preparing for independence, I have been assigned to a competitive competition (referred to as a "pitch" in our company). In the advertising agency industry, it is a common occurrence, but to briefly explain what a pitch is: it is a format where multiple companies compete to win a client's project. Conversely, when only one company is considered, it is referred to as a "direct appointment."

On the client side, for projects with budgets of, for example, over 100 million yen, it is often mandatory to conduct a competitive competition to select the best proposal among various companies. Another scenario is when the client is under a "retainer" agreement with a current agency but wishes to change to another agency, which may involve a competitive competition worth several billion yen. However, at this level, the number of companies eligible to participate from the Japanese agency side becomes limited, often resulting in a showdown between major agencies.

The nature of the competition depends on the specific project. It can involve simple cost estimation pitches, creative pitches, strategic pitches, annual campaign pitches, and various other types of pitches for ideas and concepts.

Winning brings heaven, losing brings hell.

Except for jobs that come through direct appointment, new projects need to be acquired through pitches. Pitches have limited deadlines, typically ranging from 3 weeks to 1 month (depending on the scale), during which agencies are expected to submit their proposals.

In such a short timeframe, the creative teams, planners, account managers, producers, and external companies within each agency unite to strive for a successful pitch. As you may have already realized, it is a high-stakes game of "win or lose," a matter of "all or nothing." Winning a pitch can lead to a sudden increase in revenue, such as a 100 million yen boost in annual sales, while losing means that period of time was just work in vain. (Regarding this, there are movements abroad questioning the practice of unpaid work, known as scope work, which is considered illegal. However, that is a topic for another article. In Japan, it is common for participants not to receive even participation fees, unfortunately.)

Of course, there is the possibility of working on significant projects for renowned brands and the freedom to propose ideas when the project details are not yet finalized. However, as mentioned earlier, the internal pressure of needing to win and the team's sleepless nights dedicated to brainstorming proposals contribute to the industry's black labor environment, which is structurally inherent. Some people willingly accept and work under such conditions, while others prefer to avoid participating in pitches (as it often requires sacrificing personal time).

There is also the possibility of giant-killing occurring.

Indeed, in the case of small but impressive agencies, there is a possibility of giant-killing, where a team of fewer than ten people can win pitches worth billions with the right ideas. It is a job that carries a lot of dreams in this regard. Just with your idea, you can triumph over other agencies and secure projects worth tens or hundreds of millions. Isn't that exciting?

On the other hand, larger agencies may deploy dozens of staff members, appoint renowned creators, or utilize trending celebrities as part of power plays to secure victories. There are also situations where the competition is more of a formality, driven by the company's interests, and the decision has already been made in favor of a company with existing connections within the client's organization. Such circumstances can be frustrating. (In such cases, I always think that agencies being made to work for free for a month or more have the right to take legal action.)

What does a Creative Director do?

The role of a Creative Director (CD) can vary depending on the company size and the nature of the pitch. But in general, a Creative Director is responsible for overseeing the creative aspects of a project.

They participate in client meetings and orientations, gather and share the client's requirements with the team, collaborate with researchers and strategic planners to solidify the project's strategy, and work with art directors, designers, copywriters, campaign planners, producers, and digital producers to develop the creative concepts. They also discuss feasibility with media planners and event producers.

Throughout the process, the Creative Director is involved from the beginning to the end. They review and refine the project proposal (deck) with the sales team, share it with the team, enhance its completeness, and finally present it to the client. They have authority but also carry a significant amount of responsibility and expectations.

When a great idea comes up, it can be an exhilarating experience with adrenaline rushing through. Winning pitches leads to celebrations and congratulations from everyone in the company. On the flip side, losing pitches can feel like a mourning ceremony for the team, accompanied by remarks from management. lol

But reality is not always kind...

However, the above description pertains to "large to medium-sized agencies." In the case of the agency I work for, not all departments may be involved in pitches, and there can be situations where copywriters are junior or, in extreme cases, planners can only participate half-heartedly due to other commitments. Even when lacking in "time," "staff," or "outsourcing budget," the team still rallies together towards a "win," with the experienced Creative Director stepping in to fulfill any missing roles.

As the position is held accountable for the results, one must put in all efforts and navigate both the merits and demerits of the outcomes. It is undoubtedly a mentally and physically demanding job.

Today, I provided an overview of competitive competitions. If you would like more detailed information, please let me know by saying "like." I will be happy to delve into more specifics.