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Luitgard HAGL
Creative Director | SERVICE PLAN
Luitgard Hagl became an advertiser by conviction in 2009, after having studied literature and theatre science – and always having been a fiction junkie. She started out as a junior copywriter at Serviceplan Munich and launched campaigns such as „Erstmal zu Penny“. In 2011 she moved to Hamburg, Germany’s capitol of advertising, to work for Grabarz&Partner and Jung von Matt where she took care of brands such as Ikea, Edeka, MAN, Mercedes Benz, Zalando, Obi and Nivea. There she also won national and international awards for campaigns such as „Like Attack“ for laut gegen nazis. Her passion is to create memorable and entertaining campaigns that make brands find their way into people’s hearts: Preferably with storytelling, purpose driven and in moving images.
In 2017 she came back to Serviceplan Campaign X in Munich and is now taking care of clients like MINI Deutschland and Sky. Here she has already won international and national awards for works like „The MINI Shortcut Billboards“ and „Adoptify“.
questionnaire
What was your very first job? What does it feel like to look back at it now?
My very first job was in a bar at my home town where I was baking pizza one night of the week. I discovered that I loved cooking and the whole world of the mediterranean cuisine as well as being in the service business – delivering something that people actually wanted. Something that still defines me as an advertiser: Of course, I want awesome crazy creation, but it always has to find its’ way into popular culture and help a brand grow.
Please describe, in your own words, what your current job is and what work it entails.
I am now working as a creative director in an advertising agency. I sometimes do still write and concept myself, because I love it. But my main goal is to help my team find the best possible solution for a client’s problem by briefing them and developing ideas further.
How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
I studied theatre sciences to become a Dramaturg. A profession that developed find in the German public theatre system and that comes up with rough concepts and brings together the best freelance directors and scenographers for execution. There I learned that I’s rather be part of execution and the actual the creative process.
In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I still try to go to art museums and read novels as much as possible. But the most important part for me is to make time to calm my mind and find back to the inspiration that we all already have within us.
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?
“The MINI Shortcuts Billboard” that explained the features of the MINI Connected Services to pedestrians in Berlin by accessible billboards: A work for automotive that does not show a single car but shows the benefit to a completely new target group that does not have cars, yet.
