Navigating a Creative Path in Ad Tech: Q&A with Leonie Vits, Creative Lead at Jun Group

Hi Leonie! Many people don’t set out to work in our industry. How did you end up in ad tech?

I studied commercial economics, which includes a lot of courses related to advertising, like marketing, analytics, and copywriting. A lot of my peers went into analytical and performance roles, but I gravitated toward the creative side. My first job was in marketing, where I worked as a brand manager for three years. I was responsible for positioning and growing specific brands within a portfolio. I collaborated with partner agencies to create cross-funnel and cross-channel campaigns, which gave me a strong foundation in advertising.

What was missing, though, was the element of design. That aspect always intrigued me, so I then studied design in New York. After graduating, I realized advertising was the perfect space where my analytical marketing background and newly acquired design skills could merge.

What are the three most important design principles or elements you consistently apply to your work?

That’s a great question because all design principles are essential for creating effective and visually compelling work. But if I had to pick three, I’d say hierarchy, emphasis, and contrast.

These ensure that designs are clear, attention-grabbing, and direct the viewer’s focus effectively. In advertising, we’re often working with small assets and need to make an impact in a matter of seconds. Consumers should know exactly where to look, understand the message, and feel inspired to click. Hierarchy helps us guide their eyes, emphasis highlights the key message, and contrast makes the design pop off the page. In today’s world, where consumers are bombarded with ads these principles are non-negotiable.

What’s the most challenging aspect of leading design at an ad tech company?

The pace, both of the industry and of the work itself. The ad tech space evolves constantly with new products and innovations, and we have to stay ahead of those changes. On top of that, advertising deadlines are notoriously tight. This leaves little time for ideation, inspiration, or market research. We have to be quick, adaptable, and deliver high-quality work within those constraints. It’s challenging but also exciting. It keeps you on your toes and sharpens your problem-solving skills. 

Is there a brand or website whose design you really admire? What about it stands out to you?

That’s a tough one. From an aesthetic and creative direction standpoint, I’d say Kinfolk. Their magazine and website are beautifully minimal and balanced. Everything feels intentional and soothing. On the other hand, for a tech-related example, Ramp stands out. They simplify and communicate complex processes and data in a clean, user-friendly way. It’s impressive how they’ve made fintech content engaging and approachable.

What’s the most unconventional source of inspiration you’ve drawn from for a project?

Everyday life. My creative perception lets me see inspiration in the mundane—colors, patterns, and compositions all around us. For example, if sunlight hits a building just right, creating an interesting composition, I’ll take a picture. It’s not always about museums or traditional art spaces; even a walk outside can be inspiring. I’m a big fan of Prospect Park, I love the boathouse and pre-war buildings there. Nostalgic architecture and design always draw me in.

What do you enjoy doing when you’re not at work?

Like everyone else, I love food and travel, but I also enjoy creative outlets that don’t involve my computer. Arts and crafts are my go-to—I’ll take random workshops and dive into different hobbies for a while. Thrifting is another passion. I can spend hours finding unique pieces and inspiration for outfits. I even organized a thrift event at McCarren Park, which was a mix of socializing, recycling clothing, and connecting with people who gave new life to the pieces.

Follow Leonie Vits on LinkedIn.