Liz Torlée

Liz Torlée is a marketing and advertising executive with over 20 years of progressively more senior roles in the business. For the past three years, she has been working as a strategic consultant, focussing on the work she loves best - helping clients to thoroughly understand their brands and develop interesting and exciting roadmaps for the future.

She is a strong proponent of simple but profound research (as opposed to complex, expensive and often superficial methods) and a champion of the hands-on, in-field approach. For many clients, she will supplement the 'hard data' quantitative analysis by working alongside a cultural anthropologist to help uncover unexpected truths, develop a deeper understanding of an industry, a corporate or brand culture and acquire new, discerning insight to market dynamics and social trends.

Liz's work ranges from corporate identity definition, to marketing audits and advertising evaluation, to zero-based gathering of new information with more far-reaching analyses and recommendations. In addition to this, she runs a number of workshops, including Listening Skills and Deconstruction-Reinvention seminars to help companies come to grips with a rapidly changing marketplace and discover new potential.

Background - synopsis

After beginning her career as a client at Carling O'Keefe Breweries, Liz moved into the agency business, working for J. Walter Thompson, McCann-Erickson and Saatchi & Saatchi. She remained at Saatchi for twelve years and eventually became President in 1992.

In 1994, Liz joined Bozell Worldwide as President and CEO. After their merger with FCB, she established her own consulting group. Over the years, she has covered a very wide range of businesses in Canada and the U.S., from traditional packaged goods, food and drug, beer and wine, banking, finance, insurance, industry associations, automotive, airlines, travel, retail, fast food, business-to-business and the emerging "hi-tech" industries.