We Are

Emelia Jones, Creative Director, Dublin

— Hey Emelia, can you introduce yourself?

My name’s Emelia Jones; I’m 45 years old, born and bred in London: after some years spent in East Africa, I’m now an Irish resident - and I’m a creative director.

— It’s a title that’s often shrouded in ambiguity, especially as people take so many different routes to get into creative direction. Can you demystify that a bit and shed some light on how you got to where you are?

My background is as a writer. Following an M.Phil in Creative Writing & Publishing in 2002, I moved into commercial writing and playwriting. It was Web’s 00s heyday and I found myself writing for site layouts that had been designed with very little storytelling direction...

“I see my role as building a bedrock of trust, both internally and with our clients.”

— The internet says that around 12.6% of creative directors globally are female. Are you proud to stand amongst the few?

My approach with Lucky Lot has always been to have equal footing with my team. I see my role as building a bedrock of trust, both internally and with our clients. There is no command-and-control sensibility here. Lucky Lot collaborations are a form of creative ensemble; it’s really all about listening carefully to make sure we are all working in harmony.

Henry Jones, Marketing Director, New York

— Henry, how does your background in music influence your work today?

The music industry was actually the perfect place to cut my marketing teeth, as it were. Identifying, cultivating and nurturing fanbases was the biggest part of our job as marketing managers for bands and artists. I’ve taken this model with me throughout my career beyond music because it’s the exact thing any type of business craves the most… fans. Consumers are fickle, price sensitive and bad-mouth you. Fans are loyal, they spend and they eulogise you. This is what great marketing does and it’s what we specialise in here at Lucky Lot — we help turn consumers into fans.

— You’ve also worked for big tech and on global accounts. You’ve not been afraid to leave successful ventures and move on to new experiences?

I’ve worked with marketing budgets in the low hundreds and in the tens of millions. But, recently I’ve had the itch to leave the corporate machine and use my experience and skills to help people and organisations that didn’t necessarily have access to - or want - the big, traditional agency model. Marketing can often have its biggest impact at the very beginning so I love to get in early and help instil the right strategy, tactics and mindset that’ll serve a client long after they’ve stopped working with us.

“This is what great marketing does - here at Lucky Lot, we help turn consumers into fans.”

— Based in New York, what is your day-to-day like?

My day begins once I’ve frantically dumped lovingly placed my toddler at school. Running Lucky Lot’s US office from here feels like the perfect companion HQ to Dublin; two vibrant cities at the edge of two vast continents of opportunity. Brooklyn has such a rich creative history it’s a little intimidating but I feel energised by it, too.

I joined my sister as a co-partner in 2023. Together, we’ve created the type of agency we would like to work for and work with. We cultivate a kind, compassionate, creative and energetic environment with each other and our clients. That leads to great work but leaves time for life’s important things as well.