TBWA\HAKUHODO is home to many unique and fascinating cultures, and this time we would like to introduce a root and trunk culture – the “PIRATES” spirit.

What do you associate with the word “Pirates”? Some may have a negative impression of them as outlaws, while others may perceive them as adventurers: not just the captain but also each crew member is unique and full of individuality, free and unfettered, without regard for orders or rules, and fearless in the face of the harsh seas.

At TBWA\Worldwide – to which TBWA\HAKUHODO belongs – we call ourselves “Pirates”, and if we compare a company to a ship, we would rather be a pirate than in the navy.

The late Steve Jobs once said the following: “It’s more fun to be a pirate than to join the Navy.”

Lee Clow, one of the world’s foremost creators of legendary campaigns for TBWA\Worldwide and a Cannes Hall of Fame inductee, said: “Though both sides fought from warships, pirates and navy sailors were completely different: the Navy fought through coordinated action, in proper formation and according to rules and orders – whereas Pirates attacked from unpredictable locations, appearing in unexpected places at unexpected times.”

©︎TBWA\Concept

We’d rather be footloose and fancy free than disciplined by rules.
We’d rather fight in unconventional ways than rely on fixed tactics.

Like a stormy sea, our world is in a permanent state of flux. We have embraced Disruption®︎ as our philosophy and core method of work, and as a Disruption Company, we aim to navigate the stormy seas like marauding pirates.

This is why you will find the word “PIRATES” and the pirate motif all over the company, including the company flag. This also extends to the name “Peace Pirates” – a dedicated and voluntary DEI working group inside TBWA\HAKUHODO that we previously introduced. The motif also graces the back of our business cards.

（Since business cards with skull and crossbones marks are uncommon, especially in Japan, they make for a nice little conversation starter when exchanging them. Actually, you can even choose from several different designs for these business cards!）

To navigate the oceans of culture, we need the intrepid innovativeness of a pirate and to muster the courage to fight against the norm. And the most important weapons for us Pirates are creativity together with our formidable and distinctive colleagues – we read the wind direction, make tactical decisions, after which our curious and talented crew joins forces to attack in one fell swoop. We have this uncanny ability to bring out the best in creativity and make the brands of our partner clients shine.To truly contribute to business and forge positive changes in society, we will continue to creatively disrupt the raison d’être of advertising companies themselves.

TBWA Flag

From next time onwards, we will introduce our fellow pirates that continuously come up with daring ideas and our voyage adventures (projects), always seeking to creatively disrupt conventional norms and thinking in the true Pirate spirit! Please Stay tuned!

Communications Team (koho@tbwahakuhodo.co.jp)