Moroch, a full-service agency for franchise marketers including McDonald’s, Honda and Planet Fitness, has tapped Kevin Green as executive creative director, bringing his culture and diversity expertise to the agency.
Green was previously a creative leader at culture agency Cashmere and board chair of diversity groups Adcolor and the Marcus Graham Project.
“The best brands are built market up, and that requires a diversity mindset,” said Moroch CEO Matt Powell in a statement. “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.”
Green has chaired the Marcus Graham Project Alumni Board of Managers and co-chaired the Adcolor Advisory Board through the height of the pandemic. At Marcus Graham he helped launch the iCR8 Bootcamp Fellowship program for diverse talent, and its graduates now work for such companies as SpringHill, The Marketing Arm, Fluent 360 and Razorfish. In addition, 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.
As group creative director at Cashmere since 2021, Green helped win big clients including Oscar Mayer, Dave & Buster’s and Main Event, with 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 centering on Hispanic culture in South L.A. He also helped make Instagram more relevant to underrepresented communities with the “Share Your Light” campaign that featured emerging South Asian creators.
Prior to Cashmere, Green spent nearly a decade at Rapp, creating retail campaigns for a host of multi-unit marketers including Toyota, PNC Bank, AMC Theaters and McDonald’s CRM.
“We’re sitting on a goldmine,” said Green in a statement. “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.”