How did you get started in advertising? What's been your career road map?
I started in advertising at the age of 19 in London, when I left school all I wanted to do was draw. I wanted to find a job that allowed me to make a living out of my passion, and I was lucky enough to do so. Over the last 30 years, I worked my way up from intern, to Executive Creative Director, to Agency owner. All that time it’s been about connecting with people, creating work that truly resonates with people. Our mantra at LO:LA is that everything is “Made with Love” and I’m proud to say that that resonates in everything I’ve done and that we do.
What has been an important, perhaps the most important, lesson you’ve learned in your career so far?
Being open and transparent about how you feel, about the work or a situation or a problem we have to solve for. Being myself and being honest have been great guides for developing more interesting and effective solutions.
What keeps you motivated? Do you have a personal motto?
I so love making great work. The actual process and craft of creation are things I have always loved, and I really believe that the newness of getting a new challenge and then creating to work to meet that challenge keeps me constantly motivated – it never gets old, you know? After all, this job beats working for a living.
What excites you most about this industry?
So many things! Off the top of my head, I’d say the convergence of technology with the immediacy of access to information, storytelling, the changing role of brands in people’s lives... are all exciting. Navigating this always-evolving industry for our clients is more exciting than ever!
Photos: Don Lupo Photography
Where is advertising heading? What do the next five years look like?
In advertising, we’re all creatively driven, and the industry continues to evolve as technology and how we interact with each other changes, so with so many variables, I don’t think I can make an accurate prediction on where advertising will be in fiveyears.
But what I’d like to see, and what we’re trying to accomplish at LO:LA, is making sure that the work serves our clients and the people that they’re trying to reach in a more human way. We’ve stopped talking at each other and have finally started talking to each other. I’d really like to champion the humanness of our industry and see where that goes.
What advice do you have for emerging professionals just starting in advertising?
Be a sponge. Soak in, and soak up, different types of media to see how things work. Be tenacious, be true to yourself and never give up.
What’s been one of your favorite ThinkLA memories?
Winning a ThinkLA creative award for our creative work on the Toyota Camry.
Any closing thoughts for the ThinkLA community?
It’s an honor to be part of this community. I look forward to learning, collaborating and contributing to the creative industry. Together we are stronger.
Nick Platt is Founder and CEO of LO:LA.