Berghs and Beyond: Flo’s Rise in Creative Advertising 

Hi Flo! You graduated from the Advanced Advertising program in the spring of 2021; what would you say have been the major happenings in your career since then?

After returning to London, I found my creative partner, Jake Viner and together we landed a role at one of our dream agencies: Lucky Generals. Lucky’s was our first placement, on which we created a brand new brand platform for Princes Tuna, ‘Fish for Greatness’. We’ve been progressing through the ranks here ever since. 

Could you describe a typical day for you at work?

Not to sound cliché, but every day is different. You might have up to five projects on the go, from the ‘cover paper’ stage to deep in the throes of production. One minute you're finessing a script, the next you're editing footage, then you're obsessing over which prop teatowel screams rustic, yet premium, family-friendly, without excluding single women in their 20s, or suburban seniors, and perfectly matches one of the 2 band colours. All before lunch. It’s chaotic, creative, and kind of addictive. 

What do you find to be most meaningful in your work?

Building chairs. Metaphorically, that is. There aren’t many jobs where you can turn passing thoughts into physical, potentially culture-shifting, creations. Creatives aren’t cogs. We build the whole chair. There is something deeply satisfying about seeing the process through - from nothing to something, from scribble to screen.

What is one major thing you gained from your time at Berghs which has been crucial/pivotal in your career? 

Berghs built my confidence whilst pushing me to reflect on who I am and what I bring to the table. Their Advanced program provides the opportunity to develop the skills of a deadly, ‘triple-threat’ creative: Art Director, Copywriter, Strategist.

What is some advice you would share to someone considering applying for the Advanced program?

To quote the great John Cleese: “Creativity is not a talent, it’s a way of operating”. And Berghs? It’s designed to get you operating. Whether you're taking your final step into advertising or switching up your specialty, the Advanced program is a brilliant 15-week masterclass, right in the heart of one of advertising’s creative capitals - Sweden!

...any other top tips?

I’m still only a baby Creative, but this much seems true: As advertisers, very rarely do people choose to engage with what we put into the world. Our job is to make them want to watch/listen/read. Whether we’re halting a doom-scroll, or provoking across tracks, you have to communicate clearly and elicit an emotional reaction. Hopefully positive. Joy, empathy, empowerment… And try not to fall out of love with advertising. Our job, it’s pretty cool.

Interested in reaching out to Flo directly? Connect with her on LinkedIn.