Should brands push the panic button?

When I was asked to think about the marketing implications of the new coronavirus for our clients, I thought it was a joke at first. I was busy with *actual* client work and honestly was semi-annoyed with the request. Were people just reacting to sensationalized news reporting? (Depending on who you watch, this is either a big hoax or an impending pandemic.) But then I started thinking about it some more and realized it was an interesting puzzle to solve. Spoiler alert – I don’t have any real answers for you – but the more I read up and started thinking through the lines of business we serve, it became really fascinating. We live in a highly interdependent and interconnected world.

We’ve probably all thought a little about the obvious things – supplies and products from China, if unavailable, limited, or delayed, will greatly impact a lot of industries around the world. The stock market has been volatile, and that obviously has major implications here at home. People are starting to worry about being exposed in crowds – entertainment venues are seeing decreases in attendance and conferences have been cancelled. And it seems that the travel industry may have taken the biggest hit so far. People were once only scared to travel to affected regions, and we’re now starting to see an impact on domestic travel.

We’re seeing the tangible impact of fear on human behavior. Whether the coronavirus is a real threat in your local area or not, people are changing their behavior based on fear – and that’s a powerful thing that has many economic implications.

From a marketing standpoint, when there is corporate uncertainty, we tend to see marketing and media budgets “paused” or cut. If the virus isn’t contained quickly, this could be bad news for all marketers. But we could see an upside for some industries. Grocers are reporting week over week increases as people stock up on supplies – both health-related and food. If you have a shelf-stable food client like I do, this could be a good thing. Restaurants that offer delivery may also see an uptick in sales as people opt to stay home more. People are cancelling Spring Break travel plans. Will that mean that local attractions, assuming no real immediate viral threat, will see higher attendance as families search for fun local activities in lieu of their travel? Oil demand is down which usually leads to falling gas prices. If people are scared to travel en mass but still need to feed their wanderlust, will they drive instead? The news, in other words, isn’t all bad – unless the virus gets out of hand. If that happens, I imagine marketing will be one of the least of our worries as a nation.

From a paid media standpoint, in the face of a looming crisis, we may want to consider advising our clients to heavy up in digital. It’s much easier to quickly pivot your messaging and buys versus other longer-lead channels like print or traditional out of home. And if you haven’t sold in PR to a client, this would be the time to consider it! Not every business needs to have a robust public response plan, but it wouldn’t hurt to at least consult on some of the basics.

It’s an interesting challenge we face today – and one I hope we spend more time thinking about philosophically than actually activating plans to manage. At the very least, it’s a good reminder to think through contingency plans and focus on what matters most. In my mind, our employees and customers are the cornerstone of everything we do – no matter what line of business you are in. The safety and health of people is paramount. If you’re not sure where to start planning, start there.

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WTF? It’s an acronym invasion.

AI, AR, VR, DSP, OTT, RTB, ROS, NPS, IoT and the CMO favorite, ROAS have taken over marketing vernacular.

Is it just me, or is advertising getting more complicated? Now, acronyms like PPC and CPM seem like old news. It’s enough to make us agency veterans say WTF?! But I have to admit, I’m pretty excited. Our toolbox for connecting with consumers may be forcing us to learn a new language, but it’s also enabling new ways to generate more relevant, more impactful messaging.

Don’t get me wrong, these are not ideas; these are tools. Ideas are still the power that drive real results. But the variety of ways we can propagate ideas has expanded exponentially. Data and technology have given us so many ways to increase ROI. And in this particular case, I’m not just talking Return on Investment, I’m talking about Return On Idea.

It’s true that a big-enough idea can take on a life of its own. But today, the ability to amplify an idea to the right audience at the right time in the right channel has exploded.  What used to be a scattershot approach is now like guided marketing missiles directed at audiences most likely to be influenced.

While we’re on the subject of connecting with consumers, AR and VR are now working their way into agency solutions—and vernacular—and proving their potential for generating incredible brand experiences. People can now interact with brands in ways they never dreamed possible. Imagine walking around a hologram of the new Porsche you have your eye on. Or in Volvo’s case, you can take a VR test drive right at home:



Progressive created a way to engage consumers at a national boat show by creating a VR experience that allowed trade show attendees the chance to compete with others in a boat race that had participants yelling OMG!



And why bother going to the store? Nike lets you scan your feet using AR for the perfect fit:



Every day the list is getting longer. TBH, it’s a little mind boggling. But IMHO, we’ve just STS.

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I laughed. I cried. But I wanted something more.

I have to admit, I was truly entertained by a lot of the ads during the Super Bowl last night, not to mention the hype and the teasers leading up to it.

Who couldn’t love Bill Murray reprising his role as Phil Conner in a version of the classic 1993 film Groundhog Day for Jeep? And because I’m slightly demented, I thought the Rick and Morty Pringle’s spot stood out for it’s sheer weirdness.

I enjoyed Jason Momoa shedding his skin in the Rocket Mortgage spot, even though not everyone agrees on that one. I thought Sam Elliot’s mustache was one of the biggest stars of the night for Doritos. I’m also a sap when it comes to a tearjerker like Google’s story of Loretta; I felt that one.

But amidst the funny and the fails, did anything really stand out? Did anyone make the kind of impact of “God made a farmer?” Was any new ground broken? Even though Tide’s recurring character was humorous at times, it had nowhere near the breakthrough power of “It’s a Tide Ad” from last year.

Was any brand brave enough to step out of bounds? Was any client?

It’s easy for me to sit back and armchair quarterback the event, but I guess I want more. I miss statements like Nike’s Kaepernick story. And even though that campaign was a success from a financial perspective, too, I like that it put a stake in the ground. It was brave.

Microsoft sort of went there last night but it felt a little flat. Research says that purpose-driven brands outperform typical bottom-line driven ones by a large margin in the long haul, but is anyone really willing to take a risk at $5.6 million for a thirty-second slot?

Recently, I came across a spot that took my breath away for its sheer audacity. For the bravery to present an idea like this and the bravery of a client and an organization to approve it. It challenged an entire industry to think different, as our friends at Apple used to say, and showed no fear in a sometimes stale and fearful category.


So, I’m looking forward to next year’s Super Bowl of advertising. I hope to laugh, to cry and to witness something truly groundbreaking. Hopefully, we’ll be able to label our industry as the home of the brave.

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Data as a force for good: A human story

This is the time of year we gather to give thanks and celebrate the holidays with family and loved ones we may not see on a daily basis. My own extended family just gathered for Thanksgiving, and some who had traveled from afar expressed concern at seeing active signs of aging in my parents.

After spending a few days together, everyone had a little bit of time to see things for themselves, and we were able to use some of our time to strategize as a family about how we could better support my parents and each other. We all agreed we would do some research, gather information on services available, etc. and share what we learned.

I decided I would proactively hold up my end of the bargain, and I began researching. I went down medical and non-medical paths. There’s a considerable amount of information available on “healthy aging” and services for Boomers – and there should be. The number of Americans ages 65 and older is projected to nearly double from 52 million in 2018 to 95 million by 2060, and the 65-and-older age group’s share of the total population will rise from 16 percent to 23 percent. (U.S. Census Bureau, Population Projections.)

But what might be right for my parents? What might be covered by insurance? What might be a fun new activity that would keep them engaged and learning new things? Feeling overwhelmed, I admittedly closed my laptop and poured a glass of wine. And then it hit me:

As a marketer, I could help people like me. For the first time in—well, let’s be honest, EVER—I wished that some great brand or service was tracking my digital activity. They would see my digital cries for help, my frustration, my interest in cool programs I was unaware of before now. The more I searched, the more they would know what I needed. They would see the rabbit holes I went down and would understand that I had hit on something interesting that I wanted to learn more about. If only they were tracking me, they could help serve up information that would help me help my parents.

So as a marketer, but more importantly as a daughter, I beg you: If you have a service that will pick my mom up and take her to a cutthroat bridge game at a new community center or a product that will help my dad’s stiff hands button his shirt more easily, tell me about it. I want to know. In all of my searches, I’ve discovered some wonderful organizations, brands and services that are doing amazing work in local communities.

It would have made my hectic life so much easier if they had been tracking me, learning about what I needed and was interested in. Data is so often couched as a necessary evil in society, but I would argue that it can be used for so much more good than bad, especially when combined with humans who can analyze and interpret that data to learn more about how they can actually help you.

In the spirit of giving, I offer a simple framework for smart marketing:

  • Identify the bits of data that will help you find the people who need you/your brand/your service.
  • Begin collecting data (automated analysis is fine but you will be more successful if you have some actual humans interpret it, too).
  • Learn from the data. And I mean really learn from it. People’s habits, demographics and actions are great, but if you can get down to even a working theory of what they truly want, need and value, you’re doing better.
  • Enlist the help of some creative friends (I might know a few) to craft content that hits the right emotional tone and provides real value to those people, not just platitudes.
  • Test the work; measure everything you can. Then refine, optimize and humanize.

I truly think you’ll see something positive. And if you have a product or service that helps one person, it may just have a positive impact on a family and the community they call home. Like mine.

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EMOTION: Good for the soul. Good for sales.

This is the time of year when brands role out one of two kinds of commercials: the first is those annoying, hard-sell, mind-numbing commercials that try to get you to buy through too-good-to-be-true deals. The second is the kind we remember. The kind we share. And the kind that builds brand affinity.

According to NeuroScienceMarketing, advertising campaigns with purely emotional content performed about twice as well as those with only rational content. Science has proven that we learn through narrative structure rather than facts, which is why storytelling is so effective. Apparently, our brains are hard-wired to respond positively to emotional content in a way that many of the most successful retailers have been leveraging for years.

Most would agree that the holiday John Lewis ads are brilliantly creative and emotionally compelling – but are they effective? I would argue that the millions of views achieved through people sharing on social media is worth hundreds of times the price of the production. Since 2011, the brand has been rolling out charming, nostalgic Christmas spots that promote the need for giving, hope and forgiveness. They truly know how to hit every one of our heart strings. One of my favorite examples is here:

You can see the whole series here.

If creating compelling emotional advertising starts with understanding your consumer, then stop calling them consumers and view them as people. Understanding their fears and hopes and dreams is a good starting place for crafting stories that resonate in a highly emotional way. Sometimes it’s a great story that’s based on a human insight we can all relate to. It can be crafted with superb casting and performance like this German commercial from Edeka that tells the story of an old man who misses his family and decides to do something drastic to bring them together:

But I have to think some of the most emotionally compelling stories are the real ones. Google tapped into this power with their real people campaign which demonstrated how Google could truly bring people together. My favorite spot in this series is the Reunion execution:

Granted, there will still be a need for more transactional messaging. If you’re having an 80%-off sale, your messaging should lead with 80% off. However, if you want to create real affinity for your brand that leads to loyalty and increased lifetime value, break out the tissues.

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We live in uncertain times. What’s a marketer to do?

An unstable world order swirls around us with climate change looming, Russian interference in our democracy and now Romaine lettuce could kill us. People are walking around with an uneasy feeling about the future.

Will algorithms become our boss? And where does the responsibility lie for some of the bile spouted on social media and disturbing content on YouTube? And whether you are a fan of the current administration or not, political vitriol is at an all-time high. Add to that the revelations of the #metoo movement, and there is a powerful disruption in cultural norms.

So: how is a marketer expected to thrive in such uncertain times?

Technology and big data are certainly a starting point. Each is a powerful tool that can help us get closer to customers, intercept them at their point of need and in some cases even predict that need before it happens. Certainly, we have come a long way from the days of spray and pray. But getting in front of customers is only half the battle.

People need reassurance. They need brands to understand the complexity of their world and not complicate it further. Brands that understand and resonate with core human values and needs, such as the desire for community and human interaction, have a better chance at creating a true connection. Businesses that recognize the value of the customer and embrace more human-centric qualities in their approach by prioritizing sincerity and fairness and responding with agility to changing demands will prosper over those who don’t.

Inflated claims and ill-judged alignments to broader causes in a bid to demonstrate brand purpose will certainly fail. Remember the Pepsi ad with Kendall Jenner? Consumers were not amused. If brands are going to claim social purpose and join bigger conversations, they need to make sure they have the right and get it right. Otherwise, they are best advised to find a purpose that they can really live up to.

Marketers are right to embrace technology and data as a way to understand and connect with customers. This understanding will drive relevance, which, in turn, can drive sales. But we have to remember the human component. Brands that recognize the need for sincerity and fairness, simplicity and transparency and the complex context in which consumers absorb their messages are the ones that will succeed in the end.

To put it simply: be the good guys, and people will reward you for it.

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Moroch Hires Brad White as Executive Creative Director, Rounding Out Agency’s Leadership Team

DALLAS, TX (Sept. 3, 2019) – Moroch Partners, a Dallas-based full-service independent marketing and communications agency, is pleased to announce it has appointed Brad White as Executive Creative Director, rounding out the agency’s executive leadership team, effective Sept. 3.

“With Moroch’s continued efforts to lead data-driven results, it was paramount that we fill the Executive Creative Director role with someone who has experience integrating both data and creative to develop relevant and forward-thinking work for our clients,” said Matt Powell, Chief Executive Officer at Moroch. “Brad’s commitment to providing data-focused strategy and his expertise in creative leadership and development for some of the most recognized brands in the U.S. make him a natural fit for Moroch. We’re thrilled to welcome him on board.”

White joins Moroch with more than 20 years of experience leading creative teams across traditional, digital and experiential campaigns. He most recently served as Chief Creative Officer of marketing and advertising agency Luckie & Company, with stints at TBWA and TM Advertising. As part of the agency’s executive leadership team, White will oversee all creative operations for the agency, including managing creative strategies and analyzing performance data.

“I could not be more thrilled to join an agency like Moroch with a legacy of great work, integrity and a desire to push the boundaries of marketing,” said White. “Alongside Moroch’s renowned leadership team, I look forward to leading bold, integrated solutions that open new doors for clients and the agency.”

As a Portfolio Center graduate, White understood the power of a big idea early in his career. His work has earned accolades including One Show, Communication Arts Awards, London International Awards, New York Festivals, National Addys, Content Marketing Awards, Mercury Awards and HSMAI Adrian Awards. White’s extensive brand experience includes American Airlines, AT&T, Nortel Networks, Little Debbie Snacks, Texas Tourism, GlaxoSmithKline, Region’s Bank, Motorola, Paramount Parks, Long John Silver’s and LaQuinta Hotels, as well as many more. He received his B.A. in Advertising from the University of Kentucky.

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Profitable Partnerships – Driving Brand Results Together

Moroch’s very own Matt Powell, CEO, and Timothy Kurtz, multi-brand franchisee of Planet Fitness and Altitude Trampoline Park, were invited to serve as speakers at the Franchise Marketing Leadership Conference last month in Atlanta. They discussed the importance of dynamic partnerships between the agency and franchisee in order to drive demonstrable business results. Attendees had the opportunity to learn how to navigate the evolving marketing landscape. This complexity has given franchisees the ability to connect with local audiences more effectively by telling their brand’s story, vital to driving franchisee business and achieving the client’s goals from the agency to client perspective.

“The truth is, bringing customers and brands together today means marrying data with creativity and ingenuity. Simply put, that is exactly what Moroch does, and we do it in a way unlike most other agencies,” said CEO Matt Powell. “While many start with the largest possible group of customers to influence, we believe in igniting relationships between brands and people where they live, work, and play.”

Matt and Tim outlined key elements to consider for a profitable partnership, including the value an integrated agency offers and the numerous benefits in return for having a business partner. They emphasized the importance of developing strategic marketing campaigns through the lens of each franchise’s local market and how a “bottoms-up approach” complements how corporations look at the business from the “top-down” perspective. Attendees walked away with a greater understanding of how agencies and franchisees can work together to connect media performance to the bottom line.

Profitable Partnerships – Driving Brand Results Together 1

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Data-Driven Marketing: A Six Flag Case Study Presented at the AMA

Six Flags Marketing Vice President James Geiser & Moroch Chief Integrated Media Officer Matt Powell recently teamed up to present a case study about how Six Flags is using data to drive its marketing to the Dallas Chapter of the American Marketing Association.

The dynamic duo of Geiser and Powell explained how personalization is becoming a critical component of Six Flags’ marketing efforts and how data plays a central role in all of Six Flags’ marketing decisions. They presented examples of how Six Flags successfully uses local data insights to develop strategies that drove season pass sales, ensured customization and positioned Six Flags for growth.

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May 2017 Morochians of the Month

Leo Van Korzycki – Senior Art Director, Dallas, Moroch
When a client needed some out-of-the-box creative thinking for a new restaurant opening, Leo was the man for the job. Since the start of the project in February, he has recreated and revised our creative numerous times in order to meet their constant change of direction. But Leo remained steadfast and never complained, serving as a true strategic partner for our client. Because of his go-getter attitude and positive spirit, we secured creative direction and were ready for the Grand Opening on April 29!

Stacey Donelan – Paid Social Manager, Dallas, Moroch
Stacey successfully manages the paid social efforts for multiple clients, but in recent weeks added new team member on-boarding to her responsibility set. Because of her patience and willingness to go the extra mile, Stacey has helped our new team members feel comfortable and get up to speed quickly – all while juggling her daily client needs!

Monica Esposito – Senior Communications Specialist, Dallas, Moroch
In just three short months, Monica has proven her command of the Greater Southwest McDonald’s Co-op. Recently, she co-managed the free STAAR Test breakfast at over 300 restaurants in the area, resulting in one of our most successful executions to date. She also steadied some rough waters amidst the recent Fresh Beef test, proving she’s a true asset in times of crisis. It’s easy to see why her peers and clients consider her an invaluable resource!

John Beisner – Senior Account Executive, New Orleans, Bond Moroch
John recently helped manage the New Orleans Entrepreneur Week (NOEW), and went completely above and beyond from start to finish. Whether it was securing top media attendance or handling last-minute crisis situations, John performed with complete professionalism, ensuring NOEW was a success. Because of his hard work, we’re expecting an event feature in TechCrunch next month!

Ainsley Wallis – Senior Media Planner, Dallas, Moroch
When some staffing transitions occurred on our team recently, Ainsley stepped up and took on additional Six Flags parks to ensure all media plans were executed flawlessly. She created templates and tools to use across all parks, which has benefited the entire Six Flags media planning team. Aside from that, Ainsley has been instrumental in training three new team members and constantly volunteers her time to help when needed, just like a true Morochian!

Becky Paredez – Billing Specialist, Dallas, MHI
Becky was recently tasked with completing a challenging project for the accounting team. With her expertise and in-depth knowledge of our systems, she solved the problem quickly and provided an entirely new way of thinking. This is just one example of her constant willingness to take on new tasks and assist others to benefit not just our team, but our agency and clients as a whole.

Traci Moss – Account Supervisor, Albuquerque, Moroch
Traci’s contributions to building our clients’ business have been unparalleled since she joined us. As the lead – and right now the only Account Service representative for the Albuquerque and Amarillo Co-ops – she’s delivered on all aspects of the job, from defining strategy and tactics to managing budgets and meeting preparation. More importantly, she’s gained the trust of our clients and built positive and authentic relationships, resulting in a win-win situation for everyone!

Amber Uphoff – Billing Specialist, Dallas, MHI
Amber recently came back to Moroch and dove right into the billing setup for her account. Since the client is still new and experiencing a variety of challenges, Amber did the manual work on the backend to accommodate some billing issues and resolve problems quickly – all with a smile on her face! Because of her diligent and thorough work, we delivered accurate, organized invoices to the client on time.

Jared Cowell – Senior Media Investor, Dallas, Moroch
A twelve-year veteran to the Media Investment team, it’s no surprise Jared has taken to a supervisory role on the Midas business with ease. He consistently collaborates with the Account Service team to provide valuable market information and planning direction, and answer any media-related questions. Additionally, Jared serves as the face of Moroch in several markets and is currently working to onboard Planet Fitness, all on top of making sure our new and existing clients are taken care of. Talk about a true rock star!

Kimsa Pham – Account Coordinator, Dallas, Moroch
Kimsa joined the team in the midst of last year’s planning season and hasn’t looked back. She got up to speed quickly and immediately took on not just her role and daily tasks, but also chipped in to help out elsewhere. She’s even assisted in a Digital SME role, ensuring orders and reports from Facebook, Yelp and more are done correctly and helped with a large vendor order. Thanks to Kimsa’s team spirit and attention to detail, everything is done faster and more effectively.

Jordin Moreno – Senior Media Planner, Dallas, Moroch
Jordin continues to step up and take on new challenges that are presented to her (and often times she is the one asking for the opportunity to take them on!). Her most recent challenge was managing the media pitch process for two McDonald’s markets in the Dakotas. With a tight turnaround, she provided a strategy that took our client to new levels with a significant shift into the digital and social world. Beyond the awesome work, Jordin’s positive, can-do attitude is inspiring and contagious!

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Community Champion

Today, we’re proud to share that one of our Executive Assistant, Jackie Crowder, was selected as a finalist at the Dallas Admin Awards. Jackie was chosen a finalist for the “Community Champion” award, an honor given to administrative professionals who best demonstrate a commitment to serving others in their community and work internally to inspire employee volunteerism, community service and good corporate citizenship.

For the past 17 years, Jackie has not only be serving Moroch, but has dedicated her efforts to support Ronald McDonald House Charities (RMHC). In addition to volunteering at the non-profit, she organizes scholarships, grants and community appearances.

With costs spiraling event higher, a college education is beyond the financial reach of many outstanding students. Jackie has helped RMHC open the door to higher education through scholarships for 60 graduating high school seniors each year who face limited access to educational and career opportunities.

Jackie has also taken the Ronald McDonald community appearance program to new heights. Jackie arranges performances in up to 40 libraries and 125 schools a year, covering subjects as diverse as community involvement, fitness, leadership and anti-bullying. Since taking over the program, Jackie increased annual Ronald McDonald appearances from 42 to over 500.

Lastly, Jackie always encourages Morochians to volunteer at local RMHC houses, because when a child is sick, healing comes first. We are continuously impressed by Jackie’s kind spirit and dedication to this cause. While she might been recognized as a “Community Champion” finalist, she has been our community champion always.

Jackie Crowder

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In Memory of Jeff Phillips

In 1981, with nine of us working together for the Lowe Runkle Company’s Arlington office, we had two accounts—one being the DFW McDonald’s Co-op. We wanted to start our own company and our first calls were to Jeff Phillips and Larry Ingram, the Regional Corporate Vice-President—today one of our top Owner/Operators. Jeff and Larry championed the idea of us going out on our own and asking McDonald’s to be our first client. With their support, we met with the DFW Co-op and with a unanimous vote, won the account.

The rest is history—one in which Jeff played a key role in our growth, as well as McDonald’s.

For starters, he had a keen marketing mind himself and he constantly challenged us and forced us to up our own marketing game. As he gained national influence at McDonald’s, Jeff promoted the Moroch brand—even with other Co-ops around the country. And he constantly encouraged us to think bigger and seek out innovative ideas.

It’s no exaggeration to say we are the agency we are today because of Jeff.

As you may’ve guessed, he made a significant impact on McDonald’s too—receiving many awards and recognition over his 42-year career there. In 2009, he and his wife Sandy were honored with McDonald’s prestigious Ronald McDonald Award for “outstanding contributions to the development of McDonald’s image in advertising, promotion and public relations.” Today, Jeff’s wife and children own a total of 23 McDonald’s restaurants in North Texas.

Jeff also worked tirelessly to leverage McDonald’s as a way to help North Texas children in need. In 1981, he helped launch the first Ronald McDonald House in Texas—a temporary home-away-from-home for families of children receiving serious medical care. Since then, the Dallas Ronald McDonald House has served has served over 35,000 families.

But even that was not enough for Jeff’s big heart.

He believed that McDonald’s could help other local charities improve the health and well-being of area kids, too. And in 1988, he helped create another charitable entity to fund and make grants for medical care, education, arts, and social and civic initiatives. The entity is now known as Ronald McDonald House Charities of Greater North Texas. Since 1988, they’ve raised over $10 million for worthy causes. North Texas is a better place because of it.

Our condolences go out to his family—especially his wife Sandy, son Gregory, daughters Rhonda Ringler and Rochelle Ringler-Hernandez, grandsons, Landon and Logan and brother Judson Phillips.

For those interested in donations, they may be made in Jeff’s name to Ronald McDonald House in Dallas or Ft. Worth, Temple Emanu-El on 8500 Hillcrest Rd., Dallas, TX, 75225, or the charity of your choice.

Some of us were lucky enough to know Jeff personally. But all Morochians are all better off for Jeff’s quiet influence on our agency.

We’ll miss him.

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Wade Alger Drops By

Today, Moroch was privileged to welcome Wade Alger, Vice President and Creative Director at The Martin Agency, as the second speaker in the Moroch Speaker Series. Wade is highly respected in the ad industry and was ranked by Business Insider as the 14th Most Creative Person in Advertising in 2012.

Wade took Morochians through the process of making of one of the most-awarded digital assignments ever, “Clouds Over Cuba,” an interactive documentary for the JFK Presidential Library and Museum. The project won eleven Cannes Lions and even a News & Documentary Emmy among countless other accolades. The project combines video, music and digital elements to imagine what would have happened had the Bay of Pigs invasion turned out differently. Wade also worked on digital campaigns, We Choose the Moon, for the 40th anniversary of the Apollo 11 mission, and JFK 50 Years, a tribute to the 50th anniversary of JFK’s presidential campaign.

Wade is also responsible for the widely successful GEICO commercials, on-air right now, including the Morochian favorite, “Hump Day.”

We can’t wait to find out which creative guru is up next in the Moroch Speaker Series!

Moroch Speaker Series
Wade Alger Speaking at Moroch
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