Lucky 13: Liz Barnsdale, Field Day | M&M Global

Lucky 13: Liz Barnsdale, Field Day

Liz Barnsdale, managing director of Havas Media Group-owned agency Field Day, likes a client who doesn’t take themselves too seriously.


1 – Summarise yourself in three words.

“Short, sparky and determined.”

2 – What made you want to pursue a career in media and marketing?

“It wasn’t planned so much, as I fell into this career. But I stayed because of the variety of options open to me and the brilliantly talented people I get to work with on a daily basis.”

3 – Describe your ideal client.

“Open minded, intelligent and who doesn’t take themselves too seriously.”

4 – Name your favourite ever campaign.

“It’s biased I know but I’d say our Attention Test for Skoda. Such a brilliantly simple idea that not only delivered to the bottom line for Skoda, but also got them talked about positively in ways they’d never been in before.”

5 – Which award win are you most proud of, and why?

“I’m proud anytime we win an award. But at this year’s MAAs we collected two awards as the newly formed Field Day team and it made me proud to think that we’d built a team with such talent in it.”

6 – Who is the best industry speaker you have seen?

“There’s a lot of good orators in our industry. But the ones that stand out for me are those that talk from the heart and with experience. And the best person for that is Scott Knox. His knowledge of our industry, combined with the fact he really gives a shit makes me want to listen to what he has to say. I’ll miss him when he moves to Canada.”

7 – Which is your favourite social media platform, and why?

“Instagram all the way although, you won’t see me posting – just looking.”

8 – Where is your ideal meeting venue?

“Anywhere that puts comfort and conviviality first. I really like spit and sawdust pubs around London, clubs like The House of St Barnabas, or for meetings over food I love Dean St Townhouse.”

” The science behind programmatic is truly brilliant. But you still need human understanding to execute it in the right way”

9 – What is your favourite restaurant?

“Too many to list just one. Hakkasan for fun. Mildreds for virtue. Wagamamas or Wahaca for Southbank dates with mates, and Lenclume in Cartmel for some of the best food I have ever been lucky enough to eat.”

10 – What is hot in international media and marketing, and what is not?

“Not = lack of transparency between clients and agencies. It’s something that unfortunately happens both ways.

“Hot = the move back to stronger joined-up integrated thinking. Solutions before specialisms.”

11 – Which industry buzzword would you ban?

“’Programmatic’. The science behind it is truly brilliant. But you still need human understanding to execute it in the right way. And the word ‘programmatic’ sounds like a machine with no human heart to it at all.”

12 – Where do you see yourself in 10 years’ time?

“Hopefully in a happy place.”

13 – Finally, who would play you in a movie of your life?

“Tina Fey.”


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