Q & A with Richard Lukstat - Creative Studio

Richard Lukstat
Executive Vice President, Group Head
Creative Studio
E-mail | 202-729-4173



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What sets the Creative Studio apart from your competitors?

All too often, creative departments in PR agencies are limited to pretty designs for proposals, charts, whatever. The only time our work is described as pretty is when it’s before the word powerful. Whether it’s a client engagement or a new business pursuit, we work as full strategic partners. This approach is the direct result of our heritage as part of one of the world’s premier advertising agencies, Ogilvy & Mather.

What is your process for developing ideas for your clients?

It all starts with our DO (David Ogilvy) brief—a clear, single-minded, strategic document that is all about DOing exactly what is needed. The DO brief is used across all Ogilvy companies to clarify what the target audience is supposed to “feel, think or do” as a result of the creative we develop. The result is highly effective communications that don’t just meet expectations, but more often than not succeed them.

What is the Creative Studio’s strongest edge?

Our success is a direct result of our close working relationships and strategic thinking. After all, without these, great creative is not possible. It’s why two former creative directors have risen to positions of global leadership across Ogilvy, and why several of our key creative people have stayed with us for over a decade.

What makes you proud to say you work at Ogilvy?

The quality of work. Period. It’s a major reason why we have such a high retention rate for clients and employees. I’m also proud of the way everyone at Ogilvy works together to make the work better everyday.

Ready to get creative?

Reach out to me at richard.lukstat@ogilvy.com or 202.729.4173.