Creative Q&A: Beacon Communications' Masato Mitsudera

How did you get into advertising?
I wanted to have a title as a designer so I checked the Japanese ad poster yearbook, and I tried to contact every production companies that created interesting work. Eventually, I got the title of copywriter at an ad agency.

What was your first ever ad?
It was a newspaper ad for the General Administrative Agency of the Cabinet in 1997 about countermeasures for credit crunch for small and medium-sized companies. I started my career with the most serious copy.

What was your first ever job?
Swimming instructor - I looked good in bikini pants. I was such a slim guy….

What was your worst job ever?
I worked at the post office to sort the huge number of New Year greeting cards as a part timer. It was monotonous and tedious work, without talking from 10pm to 8am. I ‘escaped’ on the second day.

What does it take to impress you?
When I see great campaigns created by others, I feel envy.

Where do you go to be inspired?
At the client’s office. Good ideas come into my mind when I talk with clients face-to-face. Ideas come into my mind when I'm daydreaming.

If you can spend one day with a celebrity or historical figure, who would it be? Why?
Ryoma Sakamoto. He is the man who progressed the change of Japan with fresh ideas 150 years ago. He seems to be passionate and very human, so I want to drink all night with him.  

What is your guilty pleasure?
Eating noodles after drinking late at night.

If you have to come back as an animal, what would you be? Why?
Bear. They roam freely during the warm seasons, and sleep through the cold winter. What a good life.

What is the last book you read?
My son’s favourite picture book All about trains 2011

What is the first thing you do when you wake up?
Struggle with my terrible bedhead

Worst haircut you’ve ever had?

I tried Afro hair when I was a university student but everyone laughed at it. After that I shaved it all off.

Describe your typical day.
Well, I go to the office and have some meetings and check e-mails while eating a sandwich at my desk. Then I go to the client for presentations and some more meetings.

Brainstorm with my colleague while eating dinner, and come up with great ideas, then drinking until midnight.

Wake up with a hangover and struggle with my terrible bedhead in the next morning.

Can you suggest a question for our next Q&A candidate?

Tell us your memory of your first love.

What would you do if you were stuck in a room with yourself? (question provided by Y&R Malaysia’s Edward Ong)
Re-read all my old comics.