Description

lizmackenziebarrett.com

Liz is a Creative Director and Creative Lead with a track record of turning big ideas into even bigger results. Over the years, she’s helped brands cut through the noise with smart, strategic, and award-winning work. Whether it’s leading in-house transformation at Motorway, building omnichannel engagement for global clients, or launching national campaigns that people actually remember.

She’s shaped tone of voice, penned brand bibles, and led high-performing creative teams across every kind of channel – CRM, OOH, digital, social, performance, events – you name it. With roots in top-tier agencies like Saatchi, OgilvyOne, AKQA, VCCP, and FCB (on both sides of the Atlantic), she’s worked with a who’s-who of brands: Toyota, L’Oréal, Starbucks, O2, NIVEA, Nestlé, Samsung, and many more.

From B2C to B2B, healthcare to high fashion, Liz balances big idea thinking with the detail-obsessed craft that makes work actually work. She’s just as comfortable steering a pitch as she is sharpening a headline, and has a shelf full of DMAs, Lovies, and Communication Arts honours to prove it.

Whether she’s leading a full-scale brand refresh, launching a CX programme, or just making sure the comma’s in the right place, Liz brings clarity, creativity, and a calm sense of command. Her secret sauce? Empathy, collaboration, and a love of ideas that make people feel something.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Punctum & Studium
FREELANCE CREATIVE LEADERSHIP
January 2014 - Today (12 years and 5 months)
• Developed award-winning omnichannel creative strategies that drove measurable engagement and improved brand performance.
• Directed high-impact digital campaigns for major brands including BMW, Coors Light, Virgin Trains, and Samsung.
• Partnered with leading agencies such as AKQA, OgilvyOne, VCCP, and Saatchi Toronto to deliver breakthrough digital experiences.
• Recognised for outstanding work in health and wellness for Durex at TMW with a DMA Bronze Award.
Creative Direction Conceptual Creative Copywriting Brand content Big Ideas
Motorway
CREATIVE LEAD
January 2024 - January 2025 (1 year)
• Built and led an in-house studio from scratch, streamlining workflows and delivering standout campaigns across CRM, performance, OOH, social, and events.
• Led a full brand refresh, developing the Brand Bible and Tone ofVoice to unify communications across B2B and B2C and strengthen brand identity.
• Collaborated cross-functionally and with external partners to raise creative standards and increase customer engagement.
• Introduced scalable creative processes that improved delivery times and campaign impact.
Creative Direction Tone of Voice Conceptual Creative CRM Brand content
MRM McCann
ASSOCIATE CREATIVE DIRECTOR
January 2018 - January 2020 (2 years)
• Led digital creative across the GSK Respiratory account, managing a multidisciplinary team of 20 to deliver a high volume ofwork under pressure.
• Spearheaded successful pitches for L'Oréal Men, Three, and King, contributing to key new business wins.
• Created integrated campaigns for clients including Subway, Tommee Tippee, and Vauxhall.
• Honoured with a DMA Bronze for Best Customer Journey for excellence in CX and CRM for the launch of BPme Rewards.
Creative Direction Conceptual Creative Big Ideas CRM Copywriting