Luitgard Hagl has been a fiction junkie since early childhood. So she studied German and Russian literature and theatre studies in Munich. But after a lot of reading and analyzing, it was time to start writing again: as a copywriter. In 2009 she started at Serviceplan and soon after moved to Hamburg to work with Jung von Matt for iconic German brands such as Edeka, Zalando, Obi and Nivea.

From 2017 to 2020 she came back to Serviceplan in Munich to produce awarded work for international brands like MINI, BMW and Sky.

From 2021 to 2023, she was Managing Creative Director at Jung von Matt in Zurich, Switzerland.

Since February 2024 she has been working as Chief Creative Officer at Saatchi & Saatchi Germany for national and global clients like Rewe, Siemens, Playmobil, Mondelez, MediamarktSaturn and Telekom.

She still is very much focussed on bringing stirs an d entertainment into any kind of briefing that comes ins. Which sometimes works out - sometimes not so much...

She identifies as a crazy cat lady.