Experience agency, Robotproof, part of Atoms & Space, a global collective of specialist creative agencies and studios, has responded to the surge in experiences, appointing Liam Moriarty as its first-ever global head of creative. The appointment is another major step in the agency’s evolution as it expands its creative footprint across the UK and US, and reflects Robotproof’s belief that the most impactful brand experiences are made in the details.
As the agency moves beyond execution‑led projects and into integrated strategic partnerships, Moriarty’s appointment also enhances the agency’s ability to build a new model for experiential that blends creativity, technology and cultural intelligence and extends activations and customer experience through content, PR and social.
His arrival builds on Robotproof’s recent global leadership appointments, including Tom Ironside as global CEO and Jen Wong as global head of client services. Moriarty’s arrives at Robotproof with more than a decade of experience shaping high‑stakes creative for global brands. He has held senior roles at TBA Group, Media Monks and Hearst UK, where he led large‑scale brand worlds, editorial‑quality content and digital‑physical hybrid experiences. Brands and events that Moriarty has activated around include BMW, Guinness, Google and Unilever. His background spans strategic, integrated and experiential thinking, giving him a holistic view of how brand worlds connect across channels. He has been a vocal advocate for brand worlds designed around deeper consumer wants, needs and behaviours, creating moments that feel tailored to the individual and he brings a strong storytelling instinct, ensuring every experience is anchored in a narrative that can scale across platforms and markets.
In his new role, Moriarty will oversee creative output across Robotproof’s EMEA and North American hubs, lead creative strategy for major accounts, drive cross‑market creative alignment, and ensure global teams share insights, technology and design resources. He will also mentor design and production teams to push the boundaries of experiential innovation and will report to Tom Ironside, global CEO.
Tom Ironside commented, “Liam is a rare creative talent who builds immersive worlds with real craft and cultural intelligence. He understands that the most impactful experiences are made in the details, which is exactly what Robotproof stands for. As we expand across the UK and US, his leadership gives us the creative cohesion we need to scale globally without losing the boutique precision we’re known for.”
Moriarty added, “Robotproof is growing in a way the industry is calling out for, blending deep experiential craft with the strength of a wider collective across PR, social, digital and content. What excites me most is the chance to build ideas that travel end-to-end, and to create experiences that start with real human behaviour, emotion and connection. Work that feels personal, not programmed. With the team’s experience, energy and curiosity, this feels like the perfect place to push both the work and the industry forward.”
