Nici Hofer

New Commercial ArtsArtistic Director and Founder

Nici Hofer is artistic director and an agency founder at New Commercial Arts in London. Originally from Austria, Hofer was one of the first creative hires at adam&eve in London when the agency was founded in 2008. She was quickly promoted to head of art and oversaw the agency’s art directional output for a host of clients, including John Lewis. When the agency merged with DDB, Hofer continued in her head of art role but also founded the fashion photography business Nici + Karin. The duo has shot for magazines like Vogue and for brands such as adidas. Her multifaceted experience across advertising and photography equipped her to be a key member in the launch of Equal Lens, an ongoing initiative to redress the gender imbalance in commercial photography. In 2020, Hofer and the other founding partners launched NCA London. At the agency Nici oversees the art directional output across all clients.