Our latest hire, Lotte Jeffs, spoke to The Drum about her transition from deputy editor to creative director.
Giving up a glossy life at Elle for the cut and thrust of the agency floor is a bold career move, but Lotte Jeffs has found the jobs of deputy magazine editor and creative director are not as different as you might imagine.
Just two weeks into her job as creative director at Ogilvy, Jeffs – with her finely honed journalistic perception – has mentally noted the similarities of publishing and advertising. There are the obvious shared traits, such as the importance of good writing, shared ideas and teamwork, but also others that position her old job as deputy editor in a new light.
“When I was at Elle, it wasn’t just a magazine, it was a brand,” she said. “We were [running] the website, we were working on campaigns, we were making videos, we were one of the first magazines to do a podcast, we were doing posters, we were doing an email newsletter.
"It felt like an agency because we were producing so many different types of work.”
Her job in particular naturally aligned itself to the work of an agency creative. A glossy’s deputy editor, she noted, runs the magazine so that the editor-in-chief (Lorraine Candy, for the bulk of Jeffs’ time at Elle) can take on a more ambassadorial role. Jeffs was often stationed in front of InDesign creating mag content and covers – the latter still being the hero advert for a magazine’s brand. Choosing who’s on the cover and why is a strategical decision; writing cover lines is a “craft” similar to copywriting.
“It’s forcing you to sell a story in a really limited number of words,” Jeffs explained.
The creative is also comfortable with treatments and scripts for video, having worked as a client commissioning production agencies. Now, of course, she’ll be sat at the other side of the table.
Read the full article in The Drum.
Find out more about Lotte's appointment.