5 Minutes with… Lucy Kough

Lucy> My mum said I would walk into her bedroom every morning and tug on the bed quilt with a one-word request – “Read?”. I’ve always loved books and words, and disappearing into the magical world they create. I wrote my first novel when I was about nine. It’s about 30 pages long. I begged my aunty to type it on the typewriter for me. So high-tech. It was about a young female journalist trying to save the world. Shockingly uncompelling when I read it now but I’ve still got that optimism at my core. I never really thought about myself as a creative person but I always had a passion to present things from a different point of view. That meant a scale model of  Sydney city for my year 5 project and a play that twisted a traditional tale (titled: Coal Black and the Seven Giants). Gosh, my poor year 6 class who I roped into being the cast on that one! It wasn’t until after Journalism at uni and many years travelling that I discovered my true joy in life is to make stuff. For myself really, more than anyone else. I love the process of creativity. And solving problems with it. It’s equal parts hard work and reward.

Lucy> I remember watching the ‘If You Let Her Play Sports’ ad for Nike. It was decades before ‘Dream Crazier’ but just as powerful. It was all about encouraging young girls to play sport because it was the pathway to so many positive outcomes.  It was the first time I realised that advertising could sell thoughts about the world, not just products. That was powerful.  I think I am still moved by work that has a point of view. I love a bit of grit and realism in my films but I also love an idea that really has an impact at a point in your brand experience.  Like Virgin’s recent ‘Middle Seat Lottery’ – made me laugh. And it’s memorable. I think there can be just as much emotion here as a piece of film can deliver.

Lucy> Yes, that's easy. It didn’t win big awards but left an impact on my life and on others’. It was the OPSM campaign ‘There’s Life in Your Old Glasses’. People in the first-world could hand in their old glasses when they upgraded and have them sent to a third-world community to be matched to someone in need. It was literally my Art Director Sian, an SBS cameraman and a junior data wrangler and I on the ground in Ecuador for a week. We had not much of a clue what we were doing but somehow it worked. We had the honour of filming people seeing for the first time and then getting to know them and the impact this was having on their lives. I’m a -6.5 in vision and so pretty blind. One woman had four kids and her vision was worse than mine. She had never seen clearly before. I remember she called out when she put her glasses on “My Dad, he is over there. I can see him. Pape, I can see.” I was a hot mess of tears behind the camera. It was surreal. Interestingly this campaign became the hardest working brand piece we’d done for our client.

Lucy> Oh, I love this question. The last thing I read that was beautiful and harrowing all at once was The Lost Flowers of Alice Heart by Holly Ringland. I love literary fiction and this dripped with character and stunning imagery that just sat with me for days after.

Lucy> AI can write a headline. String a thought together. I’ve seen it. And it’s good for all those versions of things you don’t want to spend time doing. For content and more direct messaging. But what sets true brands apart is having a consistent tone of voice. That’s harder to execute with machines because tone relies on the unexpected combination of language, rhythm and humanity all rolled into one. 

Lucy> Creative people have enough stuff up against them – they need their leader always in their corner. I try to approach every interaction in a way that is human and helpful for the people I am working with. What do they need? Information, guidance, energy, a kick up the butt, a solid ear. So kindness is different from being nice or agreeing. Sometimes kindness is telling a team member they have dropped the ball and they can do better. Mostly it’s asking them how they are. Or if they need a cup of tea because they are on a huge deadline and don’t have a moment to pee but could use the circuit breaker of a hot beverage.  I think when you are kind to others, they show more of themselves. It makes it easier to work out the best way to manage them. And you end up with a more productive team.

I also think in our industry we could be kinder to each other. There is a toxic behavioural pattern of anonymously commenting on creative work in a way that is not constructive, personally degrading and damaging to people’s mental health. Where does this get us? We should be holding ourselves to a higher standard and operating within an industry environment that we are proud of. I’d like to see more of the kindness that supports each other to collectively create better work.

Lucy> There was a time I was the only female writer in my agency. There may have been one female art director, I think. I had copywriters who helped me out but no real mentors who challenged me to see the path I could achieve. And I know I wasted years second-guessing myself when I shouldn’t have. I’ve sought out great mentors since and been purposeful in what I have wanted to achieve and learn from these relationships. It’s been invaluable.  The hybrid work environment today is challenging for younger people to learn on the job via osmosis. So, it’s more important than ever for younger people to have a network of varied individuals as mentors.  My advice is to work out what you want to gain, skills, exposure, and knowledge and then set a goal for that mentorship and drive the relationship. Be organised with what you want to achieve at each session as that shows you don’t take your mentor’s time for granted. They will be more likely to keep the relationship open. 

Lucy> Well, they make them pretty human over there at BMF. That rare combination of cheeky, gutsy, and humble. The culture is so supportive, unlike any other place I have worked. And you know you are dealing with high-calibre brains so what drew me back was the chance to make amazing work with really good, smart people.

Lucy> You do you. No one else can create the work you do. So Love the Lucy. And enjoy your difference. I think if everyone in the industry feels safe enough to bring their full self to work every day then we will have diverse thinking and stronger work because of it.