Geoffrey B. Roche

Geoffrey B. Roche, Founder, Chief Creative Officer, Lowe Roche


The Joy of Hipness

January 29, 2009


Born and raised in Toronto, Geoffrey attended Northern Secondary School and OCAD. In 1977, he left Canada to work in the U.S. for the likes of Chiat Day, New York and Seattle and Hal Riney & Partners, San Francisco. After numerous One Show Silvers, Bronzes and Kelly Awards he headed home.

In 1985, Geoffrey became Creative Director of FCB, Toronto, where he won numerous awards including gold at the One Show. Returning to Chiat Day, this time in Toronto as C.D., Geoffrey stayed until he was fired.

Geoffrey believed there had to be a better way to get to great work more often. He envisaged an agency with a more streamlined model, refocused account people, and a flat structure for results-oriented advertising.

In 1991, Geoffrey B. Roche & Partners was launched and within 18 months the agency won the coveted IKEA business.

Named Agency of the Year an unprecedented five times, and Agency of the Decade, it also won Advertising Age International Agency of the Year (On Geoffrey's birthday coincidentally). With prestigious gold, silver and bronze One Shows, and three Gold Lions at Cannes in one year alone the agency has grown with accounts such as Stella Artois, Audi, Nokia and Toronto Zoo. The Agency was again named one of the top 3 agencies in Canada by Strategy Magazine for 2006 and swept the Digital Marketing Awards with 13 wins including 3 golds. In November we won 3 golds at the ADCC and 3 golds and 3 silvers at the CMA's for 6 different clients. And most recently, we were named Marketing's Agency of the Year again for 2007.

Just so he has something to do in his spare time Geoffrey started Dogbook & Catbook last June with his son Alexandre, an application on Facebook that now has over two million users worldwide. He has also started 3 new spin-offs called My Babybook, Horsebook and Rodentbook.

Biggest achievement for Geoffrey?

Happily married to the same wonderful woman, four great kids and a dog named Annabelle. (honest).