Jeff Roach

Canadian Business Marketing: Toyota's terror-able ad campaign

noreply@blogger.com (Jeff Roach) — Tue, 10 Nov 2009 00:28:00 +0000

The November issue of Canadian Business magazine quoted me in an article on Toyota's "Your Other You" campaign:

Marketing: Toyota's terror-able ad campaign

“This sounds like one of those ideas that was great in the boardroom and then on execution was a really bad idea,” says Jeff Roach, president and creative director of Glitteration, a marketing agency based in Oakville, Ont. His biggest criticism: there’s no connection between the Toyota brand and pranks. Campaigns that seem out of character for companies, Roach says, typically perform poorly among young adults. In the Matrix’s case, the target consumer falls within the Gen Y demographic, for whom durability, quality and reliability are the most important factors when buying a car. Tie-ins between the campaign and those qualities are hard to conjure.

"Campaigns that seem out of character for companies, Roach says, typically perform poorly among young adults."

National Students of AMF TalkAboutLoss.org

noreply@blogger.com (Jeff Roach) — Tue, 20 Oct 2009 11:33:00 +0000

When David Fajgenbaum lost his mother to cancer while he was a student at Georgetown University, he quickly realized that the campus environment was not the place where a grieving student could find support, assistance or understanding. After his mother died, he launched the National Students of AMF, a not-for-profit organization founded to support grieving students who have lost a loved one or are experiencing Ailing Mothers or Fathers (AMF). National Students of AMF had grown to 24 chapters across campuses nationally but needed greater awareness and a communications push to more universities to encourage even more schools to add chapters and support grieving students. The result was the TalkAboutLoss.org campaign.

"Binder"

"Stencil"

Website landing page

TalkAboutLoss.org

Adland on the Crate Recession Allowance Program

noreply@blogger.com (Jeff Roach) — Sat, 26 Sep 2009 00:17:00 +0000

Adland reported on the launch of our new digital creative agency, Crate, and the Crate Recession Allowance Program:

Crate Recession Allowance Program (C.R.A.P.)

Got an email tip about Crate, the new agency that launched on Tuesday headed up by copywriter/art director partners Jeff Roach and Matthew Hollingshead. They say: "Crate is a creative communications agency with a marketing technology focus. With digital leadership in Social + Mobile platforms, Crate was founded to help clients leverage the social web in their integrated marketing communications and advertising campaigns." Since new agencies launch all the time, and old agencies are trying so hard to play with all the interactive schemes out there Crate decided to join the fun, promoting the Crate Recession Allowance Program.

You can leave a message and it'll be posted to Twitter in real time.

World Vision Add Water. Change Everything.

noreply@blogger.com (Jeff Roach) — Wed, 19 Aug 2009 03:19:00 +0000

We worked with Social Sector Communications agency Blue North on a trial program to include social media as an extension of a major fundraising campaign for World Vision US. To help World Vision go beyond their traditional online communication we extended content across social media channels including Facebook, Twitter, and YouTube. The campaign exceeded the fundraising goal and raised over $1.1 million for water projects in Ethiopia.

Website

Twitter news feed

Facebook application

worldvision.org/changeeverything
twitter.com/WVAddWater
Facebook Application

Marketing Magazine Agency News

noreply@blogger.com (Jeff Roach) — Sat, 07 Mar 2009 06:27:00 +0000

Marketing magazine reported on the launch of Glitteration:

Former Y Syndicate VP Roach Opens Glitteration

"Jeff Roach is attempting to connect brands with today's consumer"

AGENCY NEWS
[ FORMER Y SYNDICATE VP ROACH OPENS GLITTERATION ]
March 06, 2009 | By Kristin Laird

Jeff Roach is attempting to connect brands with today’s consumer—the most “empowered in history”—with the launch of his new marketing agency Glitteration.

Roach, former vice-president, marketing strategy at Toronto-based Y Syndicate, will act as president and creative director of the agency’s Toronto and California offices, which will collectively employ five people at launch.

Roach said he isn’t a big proponent of traditional agency departments, but believes in small teams that can focus on innovation in creative, strategic planning, and tactics.

“I had a desire to try and do something different. I’ve seen many models in the agency world over the years,” he said. “I’ve seen what really works, and I wanted to expand on that. A small team can work very fast and very efficiently.”

The agency will offer digital and interactive, advertising, and experiential services.

“Within each of those areas we’re looking at the more innovative place and spaces and things you can do,” he said. “We’re looking at new ways of reaching consumers.”

The agency, which officially opens its doors this week, is currently pitching “progressive brands” that are “really looking to step up their communications and be more innovative,” said Roach.

In 2003, Roach helped launch Youthography’s marketing division, adding agency services to the youth research and strategy firm, and in 2007 worked on the launch of the Y Syndicate agency network and two new agencies, Riot Brand Experiences and District Lifestyle Marketing.

Marketing Magazine Instantly Recognizable

noreply@blogger.com (Jeff Roach) — Wed, 28 Jan 2009 05:47:00 +0000

Marketing magazine quoted me in an article on the power of logos:

Instantly Recognizable

While consumers were once quick to cry "sell out" when a celebrity began promoting products, attitudes have changed says Jeff Roach. "The youth market now, and pop culture in general, we're finding are more open to seeing logos... seeing their idols and icons hawking products and being in commercials. Selling out is less of an aspect than it used to be."

"Creating icons to be worn on the street and by Hollywood stars begins by recognizing the power of logos"

The Globe & Mail The Hard Sell

noreply@blogger.com (Jeff Roach) — Wed, 27 Jun 2007 01:38:00 +0000

The Globe & Mail critiqued Youthography's viral spot, "Theft", for Desjardins General Insurance. Check it out:

The Globe & Mail The Hard Sell

The Globe & Mail Critiques "Theft"

The Globe & Mail Online Peer Pressure

noreply@blogger.com (Jeff Roach) — Fri, 20 Apr 2007 17:41:00 +0000

I was quoted in an article in The Globe & Mail today about how online peer pressure drives hot sites:

Oh, look, a bridge...

The Facebook craze is attributed to online peer pressure

The Globe & Mail BlackBerry Mascot

noreply@blogger.com (Jeff Roach) — Mon, 26 Feb 2007 18:42:00 +0000

I was quoted in an article in The Globe & Mail today about RIM's myspace.com/blackberrymascot:

RIM mascot targets online scene

The Blackberry Mascot hams it up on MySpace