5 Minutes with… Lukas Cottrell
"A talentless creative worker" – that's how the chief creative officer and managing partner of the Peter Schmidt Group describes himself. Unusual for someone like Lukas Cottrell who has been in the business for the last two decades. Still, he highlights how being creative is not natural to him, but solving problems under pressure and working with talented creatives is. After all, Lukas finds purpose in taking a stance and celebrating “every idea that doesn’t exist yet”.
As we talk in a conference room, people gather for the second day of the Future Playgrounds Festival in Hamburg, which the agency put together for the fourth year in a row. It's a great opportunity to catch Lukas in person for five minutes before we both join the festival crowd.
LBB> Where did you grow up, and how did that influence your career path?
Lukas> Actually, I am often asked where I come from, and I find it difficult to answer, because I was not born in Germany but in the US. My dad is German, and my mum is American. We moved to Germany when I was a child – a typical Berlin story.
Berlin is a city where there is already a very subversive art scene around you, even then. I believe that’s something that also had a strong influence on me.
In Berlin, there is a very close-knit community of creatives. And through the community, which was also extremely open, you could be part of that world very easily. There wasn't much competition back then. And it was simply about engaging and trying out.
LBB> How did you get into the creative industry? Was it a purposeful decision or more of an accident?
Lukas> I call myself a ‘trained creative person’ because I'm not naturally creative – I'm an economist by training. When I graduated, I had a panic attack while sitting in the exams, thinking, ‘What will I do with my life forever?’. After that, I just started trying things out.
And then I started doing something with my own agency and tried to build something together with friends, and I just fell into it. I immediately realised I loved it, the creative part, the trial and experimentation that we just have.
Being creative doesn’t come easy to me; I have to work for it. And I believe it is also an important part of motivation when you engage in creative topics.
The understanding, the digging deep for substance, and the freedom to live so you can truly build a connection is what makes it so rewarding.
LBB> And this process of working hard, do you like that too?
Lukas> I think it is good to fight for things that matter to you. You learn to love that you have to work for things, but it’s like overcoming the hard part. That is actually the most beautiful moment, even in creative growth. The overcoming leads you to need something new.
You can find yourself in the most uncomfortable situations, but that's a good thing. It means if you don’t lift your bum now, it won’t happen.
LBB> What are some other key lessons you’ve learned during your career?
Lukas> If you're not ready to fail and you will fail. There comes a moment where you just have to take that leap of faith. And if you don't make that jump, you will regret it. Dying on a hill for something means you're truly ready to fight for something meaningful.
A notable figure in my career was the designer Erik Spiekermann. I worked under him at the start of my career. He has always been very impressive and carried a sharp sword with him, and uses it skillfully when needed.
What I also found very impressive was that he would come to your desk and sit with you, and really discuss with you whatever was on his mind. I thought that was fantastic.
LBB> Is this something you also incorporate as a CEO and consider important?
Lukas> Having that contact with everyone in the company is essential to me, yes. I've learned a great deal from watching Erik, including both his strengths and his sometimes harsh style.
My role is to make decisions, decisions that others might not agree with. You need to take a stance; that is what people want from you. That is actually the most challenging part of the business. You have a problem you have to solve; a decision is always a problem. It is hard, even though making a decision is the easiest thing on paper. What helps is that you either have an option that is clearly the better one, or you have two options which are both equal and then you have to take a chance.
However, I also openly admit when I am unsure and ask for advice. Opinions and situations are flexible and have to adapt to changing circumstances.
LBB> What's the thing you're most proud of in your career so far?
Lukas> I am incredibly proud of the team at Peter Schmidt Group. I'm so grateful for my team, especially executive creative directors Felix Damerius and Sven Rieckmann. They tolerate me even when I'm being difficult. We're all very honest with each other, and I appreciate that a lot.
And I am proud of every idea that doesn’t exist yet. Yes, I am proud of all the projects that we’ve done, but the looking forward and striving for more is what makes this special.
LBB> What inspires you?
Lukas> I enjoy travelling and spending time abroad. You have to go out and take a look at what is out there in the world. Recently, in Japan, I was blown away by two museums. One was the Towada Art Centre, in the middle of the countryside, and you find the incredible art space, where art is considered as part of the community as a whole. It was absolutely wonderful. The second one was the Comico Art Museum Yufuin, situated in a mountainous area, which dominates the landscape with its two small buildings that serve as gallery areas. The buildings are not connected, so you have to walk around and also step into the garden area, which symbolises the change of seasons. The whole construction is a sensory journey.
As you can see, travelling and architecture are hugely inspiring to me.
LBB> What are your most exciting plans for the agency?
Lukas> Being international is incredibly important to us. Therefore, having a global boutique approach, while maintaining closeness and adhering to our artistic vision as Peter Schmidt Group, is vital.
We're leading a global brand with a strong artistic vision and a transformative element, which are the two key factors that make us strong.
Another element that we value a lot is simple beauty. Beauty can soothe the soul, especially in these turbulent times. I find that extremely valuable.
And not everything needs to be disruptive and loud all the time. It is good if it can be reduced to the essentials and the core of things.
The late founder of our company, Peter Schmidt, used to say, “Ugliness can hurt like an axe.”
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