Hello

I’m a CD/writer based in London. I’ve spent 13 years crafting disruptive integrated campaigns, stunts, funny headlines, emotive films and ads that don’t look like ads. My work has made headlines and been shared all over the world.

In 2022, I teamed up with art director Sarah Levitt. See our joint book. In July 2023, we joined Revolt.

I’m an author published by Penguin (two books about poo, but still). At Anomaly, I was chosen for ‘future leaders’ programme The International Exchange – as a one-man agency in Mozambique, I successfully launched a business for charity. I also enjoy mentoring with Creative Equals and GENIE.

Outside work, I’m a dad to two young boys which has basically taken over all my hobbies such as playing guitar, diving and being a film nerd.

Experience

Revolt July 2023–present

Freelance Jan ‘21–June ‘23. Lucky Generals, Havas London, McCann London, Saatchi & Saatchi London, The Brooklyn Brothers, The Romans, ACNE, M&C Saatchi Sport & Entertainment, Ketchum, Space.

Anomaly London 2015–2020 (three years as CD)

The International Exchange 2018 (5 weeks in Mozambique)

M&C Saatchi London 2013–2015

Profero 2011–2013

BD Network 2009–2011 (hired from first placement)

University for the Creative Arts 2006–2009, Advertising, 2:1

For details, see my CV or LinkedIn.

Press Features

I’ve written for The Guardian, Metro and Campaign and contributed to the book Four Word Film Reviews.

Awards

CLIO
Silver, PR – Africa United

CANNES LIONS
Shortlist, PR – Africa United

CANNES YOUNG LIONS
Winner, Print
2 x Finalist, Print

CAMPAIGN BIG
Finalist, Interactive – The IOU Team

PRWEEK US AWARDS
Finalist, Global Campaign of the Year – Africa United

IPA EFFECTIVENESS
Gold – Stoptober
Silver – Gordon’s

EFFIE
Silver, Sustained Success – Ancestry

BRITISH ARROWS
Shortlist – Back To Bullying

ANDY AWARDS
Shortlist – Back To Bullying

WEBBY
Nominee – Virgin Holidays
2 x Honouree – Talk to FRANK/The IOU Team

BIMA (British Interactive Media Association)
Winner, Branded Content – The IOU Team
6 x Finalist, including Agency of the Year

LOVIES
Bronze – The IOU Team
People’s Lovie – Virgin Holidays
2 x Shortlist

BBC CONNECTED STUDIO
Innovation Winner – In this competition to invent digital BBC products, mine was chosen to be developed with Aardman.

BRAVE AWARDS
Winner, Brand Revitalisation – Gordon’s

OCEAN OUTDOOR COMPETITION
Shortlisted

CONTAGIOUS DIGITAL COMPETITION
2 x Finalist

EPICA
In Book, Film – The Could-Be-True Story of Ballantine’s

MONEY MARKETING AWARDS
Gold – The IOU Team

MOMA (Marketing on Mobile Awards)
Winner – Blooming QR Code

DADI (Drum Awards for Digital Industries)
Finalist – Talk to FRANK

CHIP SHOP AWARDS
Best Winner of the Decade
3 x Gold

FEATURES
The Guardian – ‘How We Made It’ – Africa United
Metro – ‘Behind the Idea’ – Tfl Poetiquette
Adweek – Editor’s Pick & Most Popular Story – Celeb Testimonials
Campaign – ‘Why We’re Loving Matt Roach’
Ad Age – 2 x Editor’s Pick
Lüerzer’s Archive – Spot of the Week
Mobile Awesomeness – Design Showcase

Nice Words

“Matt is one of the best creatives I've ever worked with. Such a good writer. He can write like a xylophone. He's one of those selfless creatives that makes everybody's work better. He cares. He cares about people and he cares about work. I adore him. And I hope you get to adore him too.”

– Oli Beale, former Partner & ECD, Anomaly

“Matt’s calm and thoughtful approach to any brief would always generate interesting and unexpected work. And he can always be relied on to make s**t happen – a very important quality in this business.”

– Orlando Warner, ECD, Revolt

“I've worked with Matt for five years and in that time he's always produced thoughtful and brilliant ideas. I love his writing and the economy in his language. His ideas are always clear and provoke. There are more times than I can remember when he's shared something and I've thought ‘Blimey, that's clever!’.”

– Joe Corcoran, ECD, Anomaly

“Matt is in a different league. Relentlessly creative and utterly passionate… A storming success at Profero from day one. Would I employ Matt again? In a flash.”

– Matt Powell, former CD, Profero

“Not only did Matt write and co-direct new work for Ancestry, but he personally spent a lot of time with the product, finding true stories, working out what the product could offer and getting deep into the consumer experience. This diligence and effort combined with Matt's creativity led to a campaign that not only moved the brand on creatively, but also led to outstanding business results.”

– Tim Boxall, former Business Director, Anomaly