��������

Veteran creative who led ADCOLOR and Marcus Graham Project boards will bring cultural touch to market-first campaigns for Moroch clients like McDonald’s and Honda.

Moroch, a full-service agency for franchise marketers such as McDonald’s, Honda and Planet Fitness, has tapped Kevin Green as executive creative director. The former creative leader at culture agency Cashmere and board chair of diversity groups ADCOLOR and the Marcus Graham Project, Kevin will bring a cultural dimension to Moroch’s market-first approach. 

Moroch has built the businesses of major multi-unit operators from the ground up for 40 years. In that time the agency has developed creative models that scale local relevance without losing it, while introducing new ways to pinpoint social media engagement. With the pandemic underscoring regional differences and social media enabling communities to form around micro affinities, local has never been a bigger idea. The agency’s new Upthink positioning attempts to capitalise on it.

“The best brands are built market up, and that requires a diversity mindset,” said Moroch CEO Matt Powell. “Synching with culture so it stimulates sales is grassroots work, which is why it’s so hard for many brands. Kevin is attuned to culture and retail at really nuanced levels, so he’s instantly bringing our creative work to a deeper resonance.”

Kevin chaired the Marcus Graham Project Alumni board of managers and co-chaired the ADCOLOR Advisory Board through the teeth of the pandemic. At Marcus Graham he helped launch the iCR8 Bootcamp Fellowship program for diverse talent, whose graduates now work for such companies as SpringHill, The Marketing Arm, Fluent 360, and Razorfish. And he co-led the ADCOLOR FUTURES program that gives diverse talent under 30 industry connections and mentors in partnership with companies like Apple, Spotify and Electronic Arts.

Simultaneously, as group creative director at Cashmere since 2021, Kevin helped win big clients - Oscar Mayer,Dave & Buster’s and Main Event – and showcased a knack for creative ideas that spark cultural reactions. For example, he led Taco Bell to begin courting missing audiences with Donde We All Play, the 2022 World Cup campaign centring on Hispanic culture in South LA. And he helped make Instagram more relevant to underrepresented communities with the Share Your Light campaign that passed the mic to emerging South Asian creators. 

For nearly a decade at Rapp, Kevin created successful retail campaigns for a host of multi-unit marketers including Toyota, PNC Bank, AMC Theatres and McDonald’s CRM. He helped the Dallas office grow sixfold, leading creative output that met clients’ needs for personalisation at scale. 

“We’re sitting on a goldmine,” said Kevin. “The industry is rallying around culture, as brands look to connect with people on much deeper levels. Culture ignites at the local level, and Moroch brings these stories to life at scale like no other agency. We can deepen our advantage by making diverse representation and local storytelling the central motivating factor in creative.”