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Moroch, a premier agency for such franchise marketers as Honda, McDonald’s, and Planet Fitness, has named Jaquie Hoyos chief media officer. 

Since joining Moroch as EVP/media services in 2020, Jaquie has revamped the agency’s approach to media by introducing ways to understand local culture more deeply and measure local business impact. The combined contribution helped many clients deal with disruptions caused by the pandemic and made media a top selling point for the agency which has built the businesses of major multi-unit operations from the ground up for over 40 years. 

“The pandemic rendered many clients’ historical learnings irrelevant, so we had to rethink audiences and how we discover them,” said Jaquie. “That’s put media at the centre of our strategic approach. Essentially, we’ve re-imagined media as a sales engine that runs on local culture. We’re supplying the real market perspective that gets beyond the numbers.”

For example, Jaquie and team recast Google Performance Max as a local platform before the national product was even out of beta testing and have turned it into a staple capability for Moroch. That’s made for significant results with such clients as Midas and Planet Fitness, while the agency will be rolling it out for McDonald’s this year. 

Reasoning that great media comes down to great collaboration among great people, Jaquie has also changed the culture at Moroch. Since joining the team, she helped restructure pay and benefits, launched a mentorship program, and reframed performance conversations to emphasise contribution and identify what motivates team members. As a result, knowledge sharing, testing and learning, and collaboration have increased dramatically. 

“Jaquie is boosting our performance and raising our inspiration rate,” said Moroch CEO Matt Powell. “She’s upgrading everything that goes into more successful media, from redefining the basis of getting local marketing right to revamping our team management.”

Before joining Moroch, Jaquie was group head for brand media at The Richards Group, after rising through the media ranks at Mediavest in New York.