Gen Z speaks: DDB Group Hong Kong’s Naomi Chiu

The Hong Kong pitching scene is certainly flourishing, with some of the notable ones having come to a close lately, such as UA Finance handing its creative duties for Hong Kong to local agency The Bread Digital, as well as EssenceMediacom winning the Hang Seng Bank media account. 

While in the creative world, Gen Z employees within agencies are increasingly making their mark during pitches. As members of this younger generation join the ranks of these agencies, they may be given greater chances to contribute their skills and mindsets during these client presentations.

According to a research conducted by McKinsey & Company, Gen Z will make up a quarter of the total population in APAC by 2025, matching the representation of Millennials. This influential cohort, as the newest entrants into the workforce, is widely regarded as the future driving force within companies. With their unique blend of digital expertise, innovative mindsets, and strong sense of purpose, Gen Z employees are poised to reshape the business landscape in the years to come.

As such, MARKETING-INTERACTIVE is bringing a new column “Gen Z Speaks” to our Hong Kong audience, interviewing junior-level staff from creative agencies, focusing on their perspectives and experiences surrounding poor pitching etiquette.

In this episode, Naomi Chiu (pictured), senior copywriter, DDB Group Hong Kong, shares with us the importance of the pitching process for her as a junior-level employee, as well as her experiences in dealing with clients who may not respect the younger people on her team.

MARKETING-INTERACTIVE: From your experience, what would you consider a bad brief? what’s the worst brief client has given you?

From my experience, bad briefs are the ones that are vague, contradictory, or most commonly, with too many messages to convey, therefore diluting the focus.

MARKETING-INTERACTIVE: How did you deal with the brief?

When faced with a brief like that, the key is to take a step back, discuss with your teammates and re-examine the core strategy before diving into creative execution. 

In the past sometimes it has taken some back-and-forth, but eventually we were able to steer the client towards a better approach.

MARKETING-INTERACTIVE: As a junior staff, pitching is important but how do you know when to walk away?

Sometimes, you can just tell from the client's attitude and body language whether they're truly engaged and receptive to your approach. If they seem disengaged, that's a red flag that they may not be the right fit.

However, I wouldn't consider walking away at that stage unless it felt the decision was already made and irreversible.

Sometimes, it can be really worth showing your willingness to be flexible to help address their concerns, and try to find common ground, before giving up on the opportunity.

MARKETING-INTERACTIVE: What are the bad behaviours you have seen from clients that need to stop?

A lack of internal alignment and poorly thought-out briefs.

As creatives, we often find ourselves in a maddening cycle of back-and-forth, with clients constantly shifting their priorities and moving the goalposts. It seems to usually originate from a fundamental disconnect within the organisation - the key stakeholders haven't aligned on a clear approach.

MARKETING-INTERACTIVE: How do you deal with clients who may not respect the younger people on your team?

In my experience, I don't often encounter clients who blatantly disrespect the younger members of my team. When I do come across that kind of behaviour, my approach is to address it head-on.

The first step is usually to have an open and honest conversation with my supervisor or the creative leadership.

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