5 Minutes with… Lola Neves

Lola Neves has been a prominent force in the industry for the best part of 15 years, beginning her career at JWT London as an account planner before moving to AMV BBDO to climb the strategy ladder. Over the course of her nine years at the agency, with the final two as head of strategy, she worked on campaigns for Mars Petcare, Wrigley UK and Ford, eventually moving to Neverland to become their chief strategy officer. Whilst at Neverland she was across campaigns for brands such as Center Parcs and Age UK.

Since February this year Lola has been head of planning at Uncommon Creative Studio, replacing Natalie Lau who will take on the role of head of strategy at BBC Creative.

LBB’s Cathy Meyer-Funnell grabbed five minutes with Lola to discuss her latest career move, and the best advice that has carried her through.

LBB> What was the motivation behind the move to Uncommon?

Lola> There are always lots of smaller reasons that ladder up to making any change in life. But mainly I wanted to challenge myself. Working somewhere as singular, innovative and unerringly creative as Uncommon felt like it was going to give me the growth that I really wanted, in the things that matter most to me in the industry.

LBB> What makes Uncommon different from other agencies?

Lola> I think energy is a big one that isn’t often mentioned. I feed off the feelings of other people and Uncommon is alive with energy. That energy drives us all on to do the best work we can, to not settle for mediocrity but to pursue what really makes us feel satisfied and proud.

LBB> How did you get started in the industry, or know it was something you wanted to pursue?

Lola> I was very good at answering the telephone. In a wonderful moment of serendipity, in 2008 I got a job as a receptionist at JWT in 1 Knightsbridge Green and it went from there. It was a great place to learn and they invested lots into training. It was also extremely good fun and I have very fond memories of my time there.

LBB> What's the greatest piece of advice you've been given in your career?

Lola> Love the people you’re making work for. Don’t judge them, distance yourself from them or ‘other’ them. Love them. Got that from a wonderful strategist and friend called Alison Ashworth who was the first strategy director I worked under.

LBB> What's the advice you would give to those starting out?

Lola> Love the people you’re making work for, of course! And have fun on your way. Laugh through the chaos. Creativity and chaos go hand in hand. Enjoy it and laugh through it because it will always be there in this industry. Keep going and keep putting joy into what you do. It comes out in the work and will always help the team.

LBB> What are you proudest of so far in your career?

Lola> The help I’ve been able to give people in their careers.

LBB> What do you like to do in your spare time?

Lola> Gardening. Nothing better than spending a spring day with your nose in the soil.