Strategist–slash–creative who moves fast, thinks deeper, and writes like it matters.
She’s known for turning cultural tension into campaign gold, challenging briefs (and clichés), and building ideas that work as hard as they play. With insight, instinct, and just enough irreverence, she keeps things interesting.
Over nearly two decades, she’s worked across banking, insurance, FMCG, retail, travel, automotive and more - developing campaign platforms and carrying them through into integrated work that actually holds together.
Her work has appeared in Shots and Communication Arts, and earned recognition including a Loeries Grand Prix, Effie Gold, Clio Bronze and a Cannes Glass shortlist. More importantly, it’s done what it’s meant to do: helped switch over 1 million bank accounts, grow brands into category leaders, and - in one case - contribute to saving 147 lives. Lisa thinks in headlines, speaks in strategy, and still knows how to charm a boardroom.
Work experience
Freelance Senior Copywriter: Avatar Agency, Metropolitan Republic, AMV BBDO & others | 2021 – Present
Partner with agencies and clients to develop campaign platforms and integrated campaigns across finance, insurance, retail and FMCG
Work closely with designers and strategists to bring ideas to life across channels
Deliver concept-driven work that holds from brand to digital
Head of Copy: FoxP2 | 2018 – 2021
Led copy across major national brands including FNB, Hyundai, Budget Insurance and First for Women
Built campaign platforms and integrated messaging systems across channels
Mentored and developed creative teams
Creative Group Head: Havas Worldwide | 2011 – 2015
Led integrated campaigns across digital and brand platforms for major clients
Played a key role in purpose-led and socially impactful work, including involvement in initiatives recognised by One Young World
Helped shape strategically grounded, concept-driven campaigns across multiple markets
Copywriter: TBWA\Tequila, The Jupiter Drawing Room, Y&R | 2004 – 2018
Developed integrated campaigns across TV, digital, social and print
Built a strong foundation in conceptual thinking and craft
Worked across a wide range of categories including banking, insurance, retail and FMCG
Qualifications & awards
2000 Matriculated from Roedean Senior School (SA) with 5 distinctions 2002, 2003 Golden Key membership (International Academic Honours Society)
2003 Bachelor of Arts (English, Journalism, Philosophy) Full Academic Colours, Rhodes University
2006 Silver Loerie: SANBS Reverse loading bar
2008 Creative Circle Ad of the Month: C N A Christmas TV campaign
2008 Silver Midas: Absa Brand campaign
2008 Silver Midas: Absa Brand print
2009 Creative Circle Ad of the Month: C N A Back to School TV campaign
2010 Featured in Shots: Absa Capital brand TVC
2010 Simplified Plain Language Certificate
2011 Ad of the Month: Durex Outdoor
2011 Ad of the Month: Dulux Posters
2012 Featured in Communications Arts: Mortein print campaign
2014 One Young World ambassador (www.oneyoungworld.com/profile-main/30352)
2015 African Cristal Awards: Silver Craft: Outdoor
2015 Loeries Campaign Craft Certificate: Art Direction
2015 Loeries Digital Craft finalist: PPS JoinOurTable
2015 Creative Circle Ad of the Month: 3rd place
2015 2 x Bookmarks finalists: PPS JoinOurTable 2018 Apex Award in Communication Effectiveness: FNB (campaign increased sales by 40%) 2019 Andy Rice’s Hero: Hyundai 7 Year Warranty (nearly a million Youtube views – the most in the history of Hyundai adverts) 2019 Orchid: 1st For Women – 16 Days Of Light 2019 One Show finalist: 1st For Women – 16 Days Of Light 2020 Ididthat.co Best in Craft: 1st For Women - Fearless 2020 UK Purpose Awards shout out for 1st For Women - 16 Days of Light 2020 OneShow Shortlist for 1st For Women - 16 Days of Light 2020 Loeries Gold OOH for 1st For Women - 16 Days of Light 2020 Loeries OOH Grand Prix for 1st For Women - 16 Days of Light 2020 Clio Outdoor Bronze: 1st For Women - 16 Days Of Light 2020 Cannes Glass Lions finalist: 1st For Women – 16 Days Of Light 2021 Effie Gold: 1st For Women – 16 Days Of Light 2021 Andy Rice’s Hero: 1st For Women - Fearless
Let’s chat:)
lisabaylisscopywriter@gmail.com
082 337 7007
Cape Town, South Africa