Hello
I’m a creative who specialises in ideas worth talking about, whatever the media or budget. From 360 campaigns, virals and media firsts to comedy writing, headline zingers and ads that don’t look like ads. My last 5 projects have all won awards.
I’ve been described as “an unstoppable force” (Revolt ECD) and “a breath of fresh air” (Havas ECD), which basically makes me a hurricane.
As a singer-songwriter, I’ve recorded two albums – one of rocky acoustic music, the other of juvenile comedy songs. I’m also an author published by Penguin (two books about poo, but still).
I completed The International Exchange programme for future leaders; as a one-man agency in Mozambique, I launched a business for a charity. I’ve also mentored with Creative Equals and GENIE.
Outside work, I’m a dad to two young rascals which has basically taken over all my hobbies such as writing music, SCUBA diving and being a film nerd.
mattroachcreative[@gmail.com]
Experience
15 years. CD since 2018. Most recently at purpose agency Revolt where I led it to its most awarded period ever. Leading the Budweiser account, building client relationships and relentlessly hustling to create proactive campaigns for charities The Diana Award and Frazzled.
Perm: Revolt, Anomaly, M&C Saatchi, and a couple of digital agencies.
Freelance: Mother, Lucky Generals, Havas, McCann, Saatchi & Saatchi, Ketchum, The Brooklyn Brothers, The Romans, ACNE, Agency Space.
Full details on my LinkedIn.
Press Features
I’ve written for The Guardian, Metro and Campaign and the book Four Word Film Reviews.
Awards
Clio Awards – SILVER (PR) – Africa United
Clio Health – BRONZE (Film Craft: Copywriting) – Frazzled
Clio Sports – BRONZE (Partnerships & Sponsorships) – Budweiser
Clio Health – SHORTLIST (OOH/Ambient) – Back To Bullying
Clio Health – SHORTLIST (Film: 31-60 Secs) – Frazzled
Clio Health – SHORTLIST (Mental Health) – Frazzled
Cannes Lions – SHORTLIST (Outdoor: Displays) – Back To Bullying
Cannes Lions – SHORTLIST (Health & Wellness: PR) – Africa United
Creative Circle – GOLD (PR & Social: PR Events & Stunts) – Back To Bullying
Creative Circle – GOLD (Low Budget Idea Under £5K) – Menopause Mix
Creative Circle – SILVER (Experience Craft: Installation) – Back To Bullying
Creative Circle – SILVER (Exp. Craft: Stunt for Positive Change) – Back To Bullying
Creative Circle – SILVER (Digital: Online for Positive Change) – Menopause Mix
Creative Circle – BRONZE (Writing: Dialogue for Film) – Frazzled
Creative Circle – BRONZE (Charity Integrated Campaign) – Back To Bullying
Creative Circle – BRONZE (Outdoor: Best Use of Medium) – Back To Bullying
The ANDYs – GLOBAL SHORTLIST (Craft) – Back To Bullying
The ANDYs – EUROPE SHORTLIST (Idea) – Back To Bullying
ADC*E – SILVER (Print & Outdoor) – Back To Bullying
ADC*E – FINALIST (Interactive & Mobile) – Menopause Mix
Outdoor Media Awards – GOLD (National Social Impact) – Back To Bullying
Outdoor Media Awards – GOLD (Installation & Experience) – Back To Bullying
Gerety Awards – BRONZE (Health Cut: Digital) – Menopause Mix
Campaign BIG – FINALIST (Interactive) – The IOU Team
Effie – SILVER (Sustained Success) – Ancestry
IPA Effectiveness – GOLD – Stoptober
IPA Effectiveness – SILVER – Gordon’s
British Arrows – SHORTLIST (Charity & Public Service) – Back To Bullying
British Arrows – SHORTLIST (Writing) – Frazzled
Drum Awards EMEA – SILVER (PR) – Budweiser
Drum Awards EMEA – BRONZE (Food & Beverage) – Budweiser
WEBBYs – NOMINEE – Virgin Holidays
WEBBYs – HONOREE – Talk to FRANK
WEBBYs – HONOREE – The IOU Team
PRWeek US Awards – FINALIST (Global Campaign of the Year) – Africa United
Caples – SHORTLIST (Writing) – Menopause Mix
Ocean Outdoor Digital Creative Competition – GOLD – Frazzled
Ocean Outdoor Digital Creative Competition – FINALIST – Back To Bullying
Ocean Outdoor Digital Creative Competition – FINALIST – CPR Bra
Cannes UK Young Lions – WINNER (Print)
Cannes UK Young Lions – FINALIST (Print)
Cannes UK Young Lions – FINALIST (Print)
BIMA Awards – WINNER (Branded Content) – The IOU Team
BIMA Awards – 6 x FINALIST (including Agency of the Year)
LOVIES – PEOPLE’S LOVIE (Banner Ads) – Virgin Holidays
LOVIES – BRONZE (Banner Ads) – Virgin Holidays
LOVIES – BRONZE (Branded Content) – The IOU Team
LOVIES – SHORTLIST – The IOU Team
LOVIES – SHORTLIST – The IOU Team
Smiley Charity Film Awards – FINALIST – Back To Bullying
BBC Connected Studio – INNOVATION WINNER (Competition to invent digital BBC products. Mine was chosen out of hundreds to be developed with Aardman)
BRAVE Awards – WINNER (Brand Revitalisation) – Gordon’s
Contagious Digital Creative Competition – RUNNER-UP
Contagious Digital Creative Competition – 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 OF THE DECADE – Windolene Mime
Chip Shop Awards – GOLD (Ambient) – Windolene Mime
Chip Shop Awards – GOLD (Self-Promotion) – Celebrity Testimonials
Chip Shop Awards – GOLD (Use of Celebrities) – Celebrity Testimonials
The Guardian – ‘How We Made It’ Feature – Africa United
Metro – ‘Behind the Idea’ Feature – Poetiquette
Adweek – Editor’s Pick & Most Popular Story – Celebrity Testimonials
Campaign – ‘Why We’re Loving Matt Roach’
Ad Age – Editor’s Pick x2
Lüerzer’s Archive – Spot of the Week – The Could-Be-True Story of Ballantine’s
Best Ads on TV – #1 Film of the Week – Frazzled
Campaign Ad of the Day – Frazzled
David Reviews 5 Stars x2 – Resting Squint Face / Back To Bullying
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
“You’re a force for good, and do things in the right way. No ego and you’re not a c**t.”
– Dave Newbold, CD
“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