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Jessica LUH-FUCHS
Creative Director | RIEGG & PARTNER
I think, compared to all the other creative directors on this board, my job is kind of ... different. If you are interested in understanding how creative business works in deepest Bavaria, then read on!
After graduating from university with a degree in communication science, German language,
literature and political science, I planned to start my career as a scientist. But then there was thisoffer to start up a TV station, so I worked as a journalist, an editor-in-chief, and as the creative soul of a young company.
A few years later, I decided to give this creative part of my mind a new home base. From then on, I enjoyed being a copywriter, storyboard editor, and something like an intuition-guided brand
expert.
Today I am creative director and member of management at Riegg & Partner, which is a network of three communication agencies in northern Bavaria. Our surroundings: no neon, just nature. My customers simply do not care about my awards, but about my attention. They want full service instead of empty words. And they are more concerned about billings than pomposity. I am the most down-to-earth creative teamleader you can imagine. Thanks to my powers of comprehension, I am the one to talk to when it comes to complex brand communication structures and challenges. I really enjoy the challenge solving problems for the technical brands. Surprisingly this is the reason that, from time to time, I am asked for knowledge transfer to completely different branches. Therefore I am creative head of one of the most successful healthcare relaunches in 2018. I am the creative director of a testimonial campaign with the most popular female tennis player Germany has ever had. And actually I am proud of a beautiful lookbook for a well-known German designer who is going to present this new collection during fashion week 2019. Being a creative director is not a question of brands and honor. In my eyes, it is a question of making decisions – with promptness and good judgement. And I am really good
at that.
questionnaire
What was your very first job? What does it feel like to look back at it now?
I started to work as a waitress when I was 14 years old. This job taught me humility and knowledge of human nature.
Please describe, in your own words, what your current job is and what work it entails.
I take care of our customers’ brand strategy and communications. I take care of a great team of creatives. I do not take care of myself too much.
How did you discover that the creative world is right for you?
When I learned to write I knew immediately, that writing is my passion. And it is just a short way from passion to profession. Still my ideas are born in words and pictures follow.
In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I read as much as I can. Online and offline. I try to learn from the best. I travel. I watch my children play.
If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
I grew up in the western part of Germany, close to the German-German border. When I was 14 years old I made up a story about the Fall of the Wall. The story started with David Bowie performing in Berlin and ended with the peaceful Fall of the Wall. I won a competition and my story got published in a book. A few years later the Wall fell. I got so many postcards from people that knew my story. So once in my life I „wrote history.“
