Let’s talk about Pitching! (Part 3)

What’s the most challenging part?
As the industry has taken to asking for strategy or naming as part of the pitch. These things come from teamwork and collaboration with a client, two things that are missing from a pitch set up. As such, pitching brand strategy becomes guess work. Unlike the advertising industry, there is no media spend to balance out the risk.

Let’s talk about Pitching!(Part 2)

Do you like to pitch? of course not! Fear of the unknown is a human instinct. A pitch is typically something that takes a lot of time and effort but may not pay off. It’s really scary to be in front of so many people and tell them about our ideas.


比稿招标,是品牌主挑选合作伙伴的有效方式之一。创意行业计是一个竞争无时不在的残酷行业,最近Thread Design为了在行业中占据一席之地也参与了多次比稿。经历一系列比稿招标后,我们意识到这个行业中仍然存在很多问题,客户试图通过招标为自己寻找一套完整的解决方案,但有时他们自己并没有认真思考自己的真实需求,一味的把问题甩给乙方,这对初次接触该品牌的乙方工作造成很大的困难,仅凭猜测或者运气赢得比稿,也并不能帮助甲方找到一个最佳的合作伙伴。

 Shanghai’s F&B – What’s the secret sauce?

 Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles. Who’s restaurant survived the last decade? And of those who will survive the virus? Not many, not many at all. Having worked on hundreds of restaurant brands over the years, I’m always staggered […]

Let’s talk about Pitching!(Part 1)

Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief with a select number of agencies, who then turn around to hash away at the problem and then pitch their idea or solution to them. Typically agencies don’t get paid for pitch work, but if they win they get the entire project (usually a decent size) or the retainer for a set number of years.

2019 Christmas Card: The Making Of

  Every year, we embark on a new adventure for our Christmas Card. No theme is ever the same or even near it! For 2019, that meant heading into a new decade and of course an even more major change. So with that in mind… here’s a peak into the minds of our creatives at […]

Our Surreal Christmas Cards History

2019Cyberpunk 2077 2018The Diner 2017Jurassic Jones 2016Disney Princesses! 2015The Box Set 2014Shanghai Gangsters 2013Ralph Lauren 2012Penguins? 2011Choir Christmas 2010Classic Christmas This is the one that started it all! I think we spent about an hour on it…  and it’s got bigger ever since!


    By Eva Liu, Art Director   A Brand Book acts as the core and soul of a company, bearing the brand’s mission, outlook and values. However, in most cases, brands did their Brand Books before they even needed half of those applications. In such cases, assumptions about applications would often come with impractical […]

Why all the love for product cross overs and collaborations?

  Especially from the Gen Z’s and Y’s? Well if ya think about it, traditional brands can easily come off a bit boring, safe and stale. Yet on the other side, you’ve got a young fresh brand that has the ability to surprise and fuel social media-worthy content. When done well, a collaboration will help […]

Behind Thread Scenes with Justine Lefebvre, Managing Partner

  As part of our Behind Thread Scenes series, we’re sitting down with Justine, Managing Partner, to chat about what it’s like managing an agency, how times have changed in China and what it means to be a leader. If you ever want to swing by the office and get to know her or any […]