The Heroine’s Journey of Aimee Luther

What is the best thing that I love about my work? 

Every day I bounce out of bed, knowing I’m going to be working with the most fascinating, often odd, but always creative minds in the land.

What is my idea of perfect happiness? 

Spending time with my loved ones, at home, surrounded by my art hoard, heating on too high, windows open and staring adoringly at my miniature sausage dog Mabel.

What is my greatest fear? 

Being seen to be inadequate.

What is the trait that I most deplore in myself? 

Allowing anxiety to let me become a nervous, stuttering fool and doubting my ability to do what I know I can.

Which living persons in my profession do I most admire? 

Trevor Beattie. Despite his success at the top of the ad industry, he remains the most humble, generous, thoughtful and loyal hooman I know.

What is my greatest extravagance? 

Art. I spend all my money on pictures. I bought my first piece in 2000 with my first graduate pay packet – a signed Tracey Emin. And at every notable point in my life – whether it was a pay-rise, a promotion or a significant birthday, I have treated myself to a beautiful picture or sculpture. And I love every piece as much today as the day I bought it. Apart from the Matisse lithograph that I bought drunk at an auction. It looks like something from Athena circa 1982. I hid it in the loft for 10 years as I felt sick every time I saw it. It’s now on a wall but still brings no joy.

On what occasion would I lie? 

To protect someone else’s feelings.

What is the thing that I dislike the most in my work? 

I’m now in the lucky position of running the European office of a new-model agency, started by an old friend. It’s free of politics, idiots and sleepless nights. So, for the first time, I can actually say there’s nothing I dislike about my work.

When and where was I the happiest, in my work? 

I am happiest right now, this minute. Working with a greatest bunch of colleagues here in London and in Boulder, Colorado. As Managing Director, I can shape the future of the agency and our clients. What isn’t to love about that?

If I could, what would I change about myself? 

Lose the pre-match nerves. I’m still sick before big meetings and walk in trembling. As soon as the meeting starts, I’m fine. I embrace the moment and actually enjoy it. But still can’t shift the pre-match nerves.

What is my greatest achievement in work? 

Being made Managing Director at 35 for one of the UK’s greatest Agencies. Closely followed by being asked to set up a new agency in the UK at 39.

Where would I most like to live? 

In the countryside within half an hour of my parents, with Ten-Year-Tim and Mabel the dog.

What is my most treasured possession?

Mabel-John, my sausage dog. And my first Harland Miller picture.

What is my most marked characteristic?

I’d like to think it’s my ability to bring an element of joy and kindness to any situation.

What is my most inspirational location, in my city? 

Richmond Park. Just 20 minutes from the hub-bub of central London, it’s a vast and beautiful park full of deer, parakeets and acres of grassland. A world away from the life and strife of city living.

What is my favourite place to eat and drink, in my city?

I’m blessed to live next door to a little-known culinary gem of a restaurant called Hatched. First class food cooked in front of you and served with love. A small menu designed for sharing and ensures fond memories each and every time we go.

What books influenced my life and how?

The Boy in the Striped Pyjamas, The Life of Pi or Indira Ghandi’s biography. All as moving as they were beautiful.

Who are my favorite writers?

Mitch Albom

You Only Die Once. What music would I listen on my last day?

Jerusalem and Swing Low, Sweet Chariot and Tiny Dancer

Who is my hero or heroine in fiction? 

Mr Twit

Who are my heroes and heroines in real life?

My Mum – the strongest, most resilient, funny and kind person you could meet. She also has excellent hair.

Which movie would i recommend to see once in a lifetime? 

Schindler’s List

What role plays art in my life and work?

Art plays a huge role in my work and home life. I’m lucky enough to be surrounded by creatives every day of my working life and I’ve built up a collection of art at home that fills me with joy daily.

Who is my greatest fan, sponsor, partner in crime? 

Tim Percival. My best mate, partner and unwavering cheer-leader for everything I endeavour to succeed at. He’s unflappable, forgiving and a constant source of love and support. He comes from the kindest family in the land and is living proof that kindness is definitely hereditary.

Whom would I like to work with in 2019? 

Does Chris Robshaw count?

Which people in my profession would I love to meet in 2019?

I’d love to see David Bain this year.

What project, in 2019, am I looking forward to work on? 

I have the great fortune to work with a business brain who truly understands the impact a brand can have on a companies’ bottom line. We’ve just completed one epic project with Nick Keegan and already planning the next. And I can’t wait.

Where can you see me or my work in 2019?

You’ll find me between Beak Street, Battersea and any number of London’s Soho Houses. And as for my work – hopefully you’ll see it everywhere.

What do the words “Passion Never Retires” mean to me? 

Samuel Johnson said, When a man is tired of London, he is tired of life’. And with that in mind, as long as ad-land remains a source of unexpected creativity, of close friendships and a source of great happiness, I’ll never retire.

Which creative heroines should Peter invite to tell their story?

Ellen Wright-Martin –

How can you contact me? / 07887 870 370

Here follows a message from Peter de Kuster, founder of The Heroine’s Journey 

The Heroine’s Journey Conference – Paris

4th, 5th, 6th October 2019

the-heros-journey-making-money-doing-what-they-love-paris-april-2014-1-2-638 (1)

What does it take to change a life? Many of us start by getting away – seeking out a place we have never been before, somewhere far away, with a fresh climate and an unexplored horizon – in the hope that a change of environment might lead to a change of perspective. Though diverting, our journeys are often fleeting, all too brief. We return to our regular routines – the same bad habits, the same implacable problems – and remain, at our core, unfulfilled.

Ten years ago, The Heroine’s Journey was set up to help people to answer some of the larger questions of their lives – questions about their careers, their purpose, their state of mind, and, most importantly, who they are as people. In 2016, we gathered together all that we had learned to create our first ever Conference – a condensation of the best of our wisdom and teaching into a highly exclusive, uniquely transformative three-day experience. Hosted twice a year in different cities across the globe, The Heroine’s Journey Conference offers delegates a chance to discover a new city, meet like-minded strangers, and embark on a journey of genuine self-discovery and self-transformation.


Hotel Lutetia Paris

What to Expect

Over three days, The Heroine’s Journey Conference aims to provide us with a comprehensive personal storytelling education. It starts – as all journeys of self-improvement must – with the search for self-knowledge: how lasting change can only arise from a thorough understanding of our own minds. It addresses, in turn, our work, love and social lives: showing us the mistakes we commonly make, and the ways we can move past these to find pleasure and purpose in everything we do. It teaches us vital emotional skills, like confidence and calm, required to experience the world with patience and joy. It shows us the lessons we can draw from culture – from literature, art, philosophy, and architecture. Finally, it tries to answer the largest question of all – how to find meaning and lasting happiness in every area of our lives.

Our conference is both designed and led by The Heroine’s Journey founder, Peter de Kuster  – renowned expert in storytelling with a proven record in helping people across the world to understand themselves and find fulfilment. It compiles material from our entire curriculum – our core classes, one-day festivals, and five-day schools – to create a programme of the very best teaching we have to offer.

The Conference is not simply a series of lectures, or a passive presentation. Rather, it is a communal, multifaceted, interactive experience. It uses not only speech but films, music, and visual prompts to engage us with its concepts and message. Delegates are regularly invited to participate in exercises and demonstrations, and to share and seek advice for their own unique experiences.

Above all, the Conference is a social occasion – a place for thoughtful people from across the world to come together, share perspectives and ideas, and forge lasting connections with others. Specially designed conversational prompts, as well as morning and evening social activities, are used to encourage delegates to meet and relate. Many come away having made lifelong friendships – and sometimes even more.


Day 1 Friday Afternoon – Storytelling Education, Self-Knowledge, Self Promotion

Day 2 Saturday Morning – Relationships: Travel from interesting person to interesting person.  Marketing for the Introverted. 

Day 2 Saturday Afternoon – Work, Creative Confidence, Failure

Day 3 Sunday Morning – Story, Flow, Meaning, Happiness

Conference Leaders

The Conference, led by The Heroine’s Journey founder Peter de Kuster together with leading storytellers .

Who Should Attend The Heroine’s Journey Conference

The Heroine’s Journey Conference is ideal for those looking for an in-depth storytelling experience that covers the four main areas of our creative lives; Passion, Self Promotion, Money and Time Management.

What you can expect:

  • A rich programme drawing from the key insights across our core curriculum
  • A learning experience combining lectures, films, music, storytelling exercises and continuous audience participation
  • Three-days of engaging content written and led by storyteller Peter de Kuster
  • Daily educational programme and curated morning and evening social activities
  • An opportunity to make new friends in a community of like-minded individua

More about The Heroine’s Journey Conference Paris:

Though accommodation is not provided, the ticket includes lunch on the Saturday, a drinks reception on the Friday, and snacks and refreshments throughout the weekend.

Euro 999 excluding VAT per person
When you want to attend with 2 or more people there are special prices. 
For more information and to make reservations mail us at

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