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: Crisis & Issues Management – Africa United
BRONZE – Clio Sports: Partnerships & Sponsorships – Budweiser Blessed by Greatness
SHORTLIST – Clio Health: Out of Home: Ambient – Back To Bullying
CANNES LIONS
SHORTLIST – Outdoor: Displays – Back To Bullying
SHORTLIST – Health & Wellness: PR – Africa United
CREATIVE CIRCLE
GOLD – PR & Social: PR Events & Stunts – Back To Bullying
GOLD – Low Budget Idea Under £5K – The Menopause Mix
SILVER – Experience Craft: Installation – Back To Bullying
SILVER – Experience Craft: Stunt for Positive Change – Back To Bullying
SILVER – Digital: Online Execution for Positive Change – The Menopause Mix
BRONZE – Charity/Public Service Integrated Campaign – Back To Bullying
BRONZE – Outdoor: Best Use of Medium – Back To Bullying
CANNES YOUNG LIONS
WINNER – Print
2 x FINALIST – Print
ANDYS
GLOBAL SHORTLIST – Craft – Back To Bullying
EUROPE SHORTLIST – Idea – Back To Bullying
ADC*E (ART DIRECTORS CLUB OF EUROPE)
SILVER – Print & Outdoor – Back To Bullying
FINALIST – Interactive & Mobile – Menopause Mix
OUTDOOR MEDIA AWARDS
GOLD – National Social Impact – Back To Bullying
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
SILVER – Gordon’s
BRITISH ARROWS
SHORTLIST – Charity & Public Service – Back To Bullying
WEBBYS
NOMINEE – Virgin Holidays
2 x HONOREE – Talk to FRANK / The IOU Team
PRWEEK US AWARDS
FINALIST – Global Campaign of the Year – Africa United
OCEAN OUTDOOR CREATIVE COMPETITION
GOLD – Frazzled
SHORTLIST – Back To Bullying
SHORTLIST – St John Ambulance
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
CONTAGIOUS DIGITAL COMPETITION
2 x FINALIST
EPICA
IN-BOOK – Film – 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 – Windolene Mime
GOLD – Ambient – Windolene Mime
GOLD – Self-Promotion – Celebrity Testimonials
GOLD – Use of Celebrities – Celebrity Testimonials
OTHER
The Guardian – ‘How We Made It’ – Africa United
Metro – ‘Behind the Idea’ – Poetiquette
Adweek – Editor’s Pick & Most Popular Story – Celebrity 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