Strategy Partner, Lucky Generals, UK
Loz has worked in advertising for 25 years. He started in media but was terrible at negotiation and kept paying ratecard for everything, so they suggested he move into planning. That seems to have worked out much better and he’s enjoyed stints at agencies such as Leo Burnett, Wieden + Kennedy and Mother. In 2014, he joined the Generals and has been trying to help them stay Lucky ever since. Over his career, he’s led strategy on accounts such as McCain, EA Games, Stella Artois, Boots, Yorkshire Tea, Pot Noodle and Amazon, winning two IPA awards in the process. Sadly, neither were golds (one bronze and one silver) but he’s promised not to let any lingering bitterness about that affect his judging.