Luitgard Hagl has been a fiction junkie since early childhood. 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 returned to Serviceplan in Munich to produce award-winning 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 clients like Rewe, Siemens, Playmobil, Mondelez, MediaMarktSaturn, and Telekom.

She is still very focused on bringing a creative spark into any kind of briefing that comes in.