Next Creative Leaders: Nadja Lossgott
on May 04, 2015
Three words you'd use to describe yourself?
Tenacious. Focused. Obsessive.
What piece of work are you most proud of and why?
I think it would be the Guinness Sapeurs campaign. It's the story of real blue-collar guys: factory workers, taxi drivers in Brazzaville, who wear incredible bright suits. They inspire everyone around them. One of the nicest comments we’ve heard about the campaign is how it treats Africa as a place of cultural equals and inspirational role models to the rest of the world. And as someone from Africa, that makes me proud.
You’re currently mentoring a junior team. Can you talk about that experience?
Having a mentor is really important. Young creatives have Creative Directors and lots of other people who make their work better, but mentors can help with more than just the work. Mentors teach them tricks of the trade, help them be more street smart, give them a reason to keep their chins up when it's tough, buy them a drink when they need it, and be in their corner when others have to be more neutral.
Any advice for agencies looking to grow and retain young talent?
Young creatives are not as drawn to traditional ideas. They have these brilliant, crazy culturally relevant ideas that become games, apps and businesses—not necessarily the first kind of ideas our clients ask for in briefs. Find ways to encourage this kind of thinking and selling through those ideas. We need to take care not to let the young ones get frustrated or disillusioned and drift away from advertising. They’re the future.
You’ve worked for some truly great creative leadership. How has that affected your career?
I consider myself very lucky in terms of the people who have helped me along the way. In South Africa and here at BBDO some of the very best advertisers have been so generous towards me—they've all helped me in different ways. They all cared enough to teach me their craft...and there have been many great leaders have motivated me, pushed me to become better, and believed in me. Just being around such smart and talented people is an education. They open your eyes to better ways of doing things.
You’re also a talented photographer. How has that shaped your creative work?
Photography is another creative outlet for me. My parents are both artists so I was brought up in a very creative household—visual sensibility was something I was always surrounded by. I’m a huge color coordinator. Something clicks in my brain when things line up, present in a certain composition, or in certain color combinations. I can’t help it—there’s beauty in composing something that pleases and calms the brain. This influences my work a lot. My partner Nick, and I are always trying to find ways to look at things from a different perspective, bring a truth to life in an iconic way or just make something pleasing for the brain.