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.…

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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.…

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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.

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Work Experience

Freelance Creative Leadership at Punctum & Studium
March 1, 2014 - Present
• 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 Lead at Motorway
April 1, 2024 - March 31, 2025
• 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.
Associate Creative Director at MRM McCann
January 1, 2018 - March 1, 2020
• 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.
Associate Creative Director at Digitas Health
January 1, 2016 - January 1, 2018

Education

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Qualifications

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Industry Experience

Computers & Electronics, Consumer Goods, Education, Media & Entertainment, Energy & Utilities, Financial Services, Life Sciences, Travel & Hospitality, Healthcare, Retail, Telecommunications, Software & Internet, Real Estate & Construction, Non-Profit Organization
    paper Refreshing a brand and TOV

    When a start up becomes the market leader, it’s time to refresh the brand, including a full suite of TOV guidance.

    Enjoy the highlight reels to get a flavour for the brand that puts the customer right at the heart of it all.

    Then feel free to visit the brand guidelines at brand.motorway.co.uk to see the full fruits of my labour

    paper Launching the next gen of EVs

    For 9 months I wrote all the web content for both Lexus and Toyota Canada including this subdomain to launch their suite of EVs.

    paper 100 Years of NIVEA

    When NIVEA put 100 candles on its birthday cake, I built 100 (slight exaggeration) digital projects to celebrate.

    Starting with a walk down memory lane with a full digital timeline of the company, with a call to add your own memories.

    But 100 years of experience in skin care doesn’t mean you’re past your prime. To kick off the next 100, we crafted an AR experience with Rihanna to celebrate getting closer with NIVEA.

    And a complete health and fitness programme to make sure you get there feeling and looking fabulous.

    paper CRM Customer Journey

    When BP ditched Nectar people weren’t happy. This campaign convinced drivers that the good stuff was on its way. And pocketed a DMA for best customer journey too.

    The campaign included an entire suite of eCRM to launch, as well as as all instore and OOH material.

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