Douglas Lloyd is the founder and creative director of Lloyd&Co. Over the last 20 years, he has been responsible for re-envisioning the ways in which clients can connect with their consumers. Doug has worked with a prestigious roster of clientele in the fashion, beauty and hospitality worlds. He has also worked extensively in the editorial world, serving as creative director for such titles as Mademoiselle, Arena Homme +, Muse Magazine and Big.
Prior to founding Lloyd&Co., Doug was art director at Barneys New York, and senior art director at the Gap in charge of Baby Gap, Gap Kids and Gap advertising. He has been awarded numerous design awards including the New York Type Directors Club, Photo Design, and American Photography, as well as numerous FIFI awards over the last 10 years. Lloyd&Co. and Doug Lloyd have been featured in the New York Times, Wallpaper Magazine, i.D Magazine, WWD, Creative Arts, Graphis Magazine, American Photo, Big, Commercial Photo, Elle Decor, Composite Magazine, Designer’s Workshop, and Art Direction Magazine.
How did you get into the Advertising industry?
I studied design in school, and ended up working at Barneys in New York a few years later. It was just the one store in Chelsea at the time, and a hotbed for new, creative talent. That was my introduction to the world of fashion branding. A few years later - after a stint at Mademoiselle magazine - my friend and colleague Raymond Meier started working with Tom Ford at Gucci. He mentioned that they were looking for an art director, and everything just fell into place from there.
Tell us about Lloyd&Co. How did it come to be and what is your vision for the company?
Lloyd&Co. is a true collective of creative, spirited individuals - which is exactly what I aimed to create in founding the agency. Once I partnered up with our President and Managing Director, Jodi Sweetbaum, my vision for the agency fully fell into place. From the start, we set out to bring the essence of a brand to life through strong and captivating imagery. I wanted to create consumer experiences that engaged and excited people. While our prior experience kept us focused on many luxury and fashion brands, we’ve now had the privilege of working with some iconic brands outside of that space, including VitaminWater. And as we continue to grow and evolve, we’ll keep partnering with clients and talent who share our passion for compelling creative imagery that can define a brand for generations to come.
What strategic partnerships/marketing strategies have you implemented that have attributed to Lloyd&Co.'s success?
We’ve always stood for visual sophistication and storytelling across a variety of channels and verticals. Our approach to marketing is purposeful for our clients’ needs - meaning we take a look at each brief and ensure that we’re not just filling the need for the client, but thinking about how the brand’s narrative will translate across various touch points. It’s our job to ensure that this narrative has continuity at every interaction - be it package design, in-store displays, TV, digital or print advertising.
What industry trends are you noticing and how do you capitalize on them?
Unsurprisingly, I’d have to say the shift to digital – and, more precisely, the increasing popularity of social media for advertisers. We still approach our work the same way at Lloyd&Co., but now, we’re bringing more digital and social elements into the mix to round out the consumer experience. That said, we’re also strong believers in the power of traditional media; we’re simply bringing more integrated strategies to our clients – and it wont stop there for us.
Be curious. Keep exploring and always try new things.
Your greatest success as Founder/CEO of Lloyd&Co.? Most difficult moment - how did you overcome and what did you learn?
I’m not sure I can pinpoint my ‘greatest success,’ but one of my proudest moments came when we recently celebrated 20 years of Lloyd&Co. Looking back at the clients we have worked with, the talented photographers, directors and models (the list goes on) we’ve collaborated with and the ways in which our team has grown is very exciting.
The most difficult moments, however, have come when I’ve been faced with the choice to either push an idea through, or accept that I have to move on. It’s always a challenge, but there are few lessons more valuable than learning when to let things go.
Your advice to an aspiring entrepreneur / media professional?
Success takes a bit of luck and a few good connections, but at the end of the day – cliché as it sounds – there really is no substitute for hard work.
Describe the ideal experience for a client who partners with Lloyd&Co.
At Lloyd&Co., we are listeners and drivers of client relationships – constantly aiming to understand their consumers’ worlds and translate the value of great aesthetic and strategic thinking. We enjoy working with clients who have a clear brand story - a story we can help them tell across every channel and vertical.
How do you motivate your employees?
We’ve got such an amazing and passionate team at Lloyd&Co., and we want them to succeed, no matter what. We strive to ensure our employees know that they are part of a team – as collaboration across all disciplines is hugely important in our office – and give them all the tools they need to grow and motivate one another. We also have very strong client relationships, which inspire our teams to do truly exceptional work.
What's next for Lloyd&Co.?
2016 has been a busy year for Lloyd&Co. thus far, but we have some great work set to break in the coming months for brands like Narciso Rodriguez, Pepsi and adidas Originals.