Women in the Industry: Masako Okamura

Masako Okamura holds the distinction of being the first woman to be appointed creative director at Dentsu. This is no mean feat in Japan’s largest, oldest, and arguably most conservative advertising institution.

A would-be lawyer, she chose her career path almost twenty years ago largely due to a belief in the power of advertising to bring about social change in a way that other institutions are unable to.

Having won international recognition for her work, Okamura has also judged at a large number of award shows around the world, including the Spikes and Cannes. Her client portfolio has included the Ad Council in Japan and the US, Japan’s Liberal Democratic Party (LDP) under former prime minister Junichiro Koizumi, Toyota, Coca Cola and Shiseido.

Okamura is a keen observer of social and cultural trends and lectures at a university on a weekly basis in addition to her work at Dentsu. She has also published a book, How to be a Copywriter, and is working on a second, which she plans to complete this year. Her great loves include wine and football: she describes herself as a “big fan” of Chelsea.

How did you get into the advertising industry?

It was right after I graduated in law. That year, the situation in Japan changed dramatically with the introduction of the equal opportunities law. Dentsu opened its doors to female graduates and I was curious to know more about it. I realised that advertising had the power to change things that the normal system can’t. I decided to abandon my plans to become a lawyer and started work in Dentsu’s PR department, and after five years I moved to the creative department.

Who was your career inspiration?

Monty Python! Seriously. Each time I watch them, a new idea hits me.

Actually, when I was working in PR, Akira Kagami [Dentsu’s global creative director] encouraged me to take a selective exam to be copywriter. He told me that I made a strong impression on him by always saying something amusing when we worked together. After I moved to creative department, Akira Odagiri [now CCO of Ogilvy and Mather Japan] and Kotaro Sugiyama [now a Dentsu board member] encouraged me to try for big pitch for the Ad Council and we won. They have given me support that I really appreciate.

What is your philosophy towards work?

Have fun and enjoy everything you do. If you approach your job with a frown, it will never be fun. Problems are a game. You must enjoy every process. One Canadian teacher at university taught me the KISS (Keep it simple, stupid) philosophy. This is the most important thing for human beings to remember, especially when they want to communicate with each other.

Why aren’t there more women at the top in advertising?

I was the first female creative director in Dentsu but since then things have changed and the numbers have increased. In Dentsu there are now 9 or 10. The situation is gradually changing [in Japan]; there are now some female board members in publishing. In advertising, not yet, but there will be in time.

Is the industry doing enough to attract female talent?

Tough question. If we want to attract talent we have to offer big opportunities - just as an athlete wants to have opportunities to win for their team. But most big opportunities are still given to men, and most of the decision makers are still men. I’m not sure if it’s chicken or egg but we should do better.

The younger generation don’t know how ads are made, so it’s very difficult for them to say ‘I want to work in advertising’. According to research in Japan, the number 1 dream job among teenage girls is being a kindergarten teacher, then owing a nailcare salon, then owning a flower shop. Someone should make a film about a girl working in an ad agency, and equivalent of Mad Men for girls.

Another point to consider is the way that Japanese women are trained at home and school. I know it sounds old-fashioned but it’s still relevant. Advertising is fun but tough. Japanese girls are brought up to maintain a ‘ladylike’ attitude at all times. That’s another problem and a big difference between Japan and a country like the US.

What advice would you give to young women looking to advance their careers?

Firstly, physical strength is very important. Working until midnight is quite common. Secondly, you need to have a strong will. Sometimes you have to say ‘No’. Thirdly, love someone and experience good and bad. We can learn everything from relationships. Lastly, travel a lot and value diversity. When I started I learnt that there was no single right answer but that you can have an impact based on a broad point of view. And remain curious. That is enough.

What was your biggest challenge in 2009?

Last year was a horrible year, my worst, most frustrating year. Everything stalled. I won several pitches but the work for every one was postponed until this year. I was also asked to write a book about communications skills but the publisher was made redundant. Recently the editor moved to another big publisher so I am hoping we can write the book this year. But things always get better.

And your biggest achievement?

I was asked to chair the film category for the Sri Lankan Advertising Awards. At first I thought it was mistake and asked them if they had asked the wrong person. They told me it wasn’t a mistake and why not give it a try. I hesitated as I had never chaired anything at an awards show before. ‘Yes, you can, Masako’, they said reassuringly. I felt strongly that they trusted me then I managed to make it through. This kind of offer would never happen in Japan! I know it sounds like a
trivial matter but it was a big thing for me.

What are your expectations for 2010?

In Japan, silence is golden but this year I have decided to change my policy. I will become a sake sommelier. I might go to South Africa to watch FIFA World Cup.

As for work, I will complete everything I had planned to do in 2009.