Luitgard Hagl studied German and Russian literature as well as theatre science –after acknowledging to her parents that she is nothing more than a fiction junkie. After reading and analyzing a lot, she decided to become a copywriter to produce more entertaining and fiction driven advertising. She started out at Serviceplan in 2009 and soon moved to Hamburg to work at Jung von Matt for more than 6 years for brands like Edeka, Zalando, Obi and Nivea. From 2017 to 2020 she worked at Serviceplan in Munich for clients like MINI, BMW and Sky. In 2021 she joined Jung von Matt in Switzerland as Managing Creative Director.