2026 Virtual Coaches
Louise McQuat
Global ECD
Akcelo
Sydney
Louise McQuat is an Executive Creative Director with global experience across integrated campaigns, sponsorships and large-scale brand experiences. She has built a career creating culturally resonant work for some of the world’s most influential brands, leading ideas that travel seamlessly across channels and platforms.
Her portfolio spans entertainment, technology and global sport. She brought Squid Game to life for Netflix, translating a cultural phenomenon into an immersive brand experience. She led the launch campaign for PlayStation’s top performing title, Spider Man, turning one of the world’s biggest gaming releases into a cultural event. She has also worked closely with TikTok during its challenges with the US government, contributing to work that reinforced the platform’s cultural value and credibility at a critical time.
Louise’s work includes impactful purpose driven initiatives, such as Alexa Lifeline, a proactive project designed to support women experiencing domestic violence by reimagining how audio technology could provide discreet help. For McDonald’s, she led Mates Make It Macca’s, the brand’s largest ever recruitment campaign, reframing hiring through the lens of friendship, belonging and opportunity.
Across every brief, Louise focuses on building ideas that extend beyond traditional advertising and into culture itself. She is particularly passionate about making brands tangible in a modern landscape dominated by digital noise, creating work that people can experience, interact with and remember.
Her portfolio spans entertainment, technology and global sport. She brought Squid Game to life for Netflix, translating a cultural phenomenon into an immersive brand experience. She led the launch campaign for PlayStation’s top performing title, Spider Man, turning one of the world’s biggest gaming releases into a cultural event. She has also worked closely with TikTok during its challenges with the US government, contributing to work that reinforced the platform’s cultural value and credibility at a critical time.
Louise’s work includes impactful purpose driven initiatives, such as Alexa Lifeline, a proactive project designed to support women experiencing domestic violence by reimagining how audio technology could provide discreet help. For McDonald’s, she led Mates Make It Macca’s, the brand’s largest ever recruitment campaign, reframing hiring through the lens of friendship, belonging and opportunity.
Across every brief, Louise focuses on building ideas that extend beyond traditional advertising and into culture itself. She is particularly passionate about making brands tangible in a modern landscape dominated by digital noise, creating work that people can experience, interact with and remember.