Marketing magazine reported on the launch of Glitteration:
Former Y Syndicate VP Roach Opens Glitteration
"Jeff Roach is attempting to connect brands with today's consumer"AGENCY NEWS
[ FORMER Y SYNDICATE VP ROACH OPENS GLITTERATION ]
March 06, 2009 | By Kristin Laird
Jeff Roach is attempting to connect brands with today’s consumer—the most “empowered in history”—with the launch of his new marketing agency
Glitteration.
Roach, former vice-president, marketing strategy at Toronto-based
Y Syndicate, will act as president and creative director of the agency’s Toronto and California offices, which will collectively employ five people at launch.
Roach said he isn’t a big proponent of traditional agency departments, but believes in small teams that can focus on innovation in creative, strategic planning, and tactics.
“I had a desire to try and do something different. I’ve seen many models in the agency world over the years,” he said. “I’ve seen what really works, and I wanted to expand on that. A small team can work very fast and very efficiently.”
The agency will offer digital and interactive, advertising, and experiential services.
“Within each of those areas we’re looking at the more innovative place and spaces and things you can do,” he said. “We’re looking at new ways of reaching consumers.”
The agency, which officially opens its doors this week, is currently pitching “progressive brands” that are “really looking to step up their communications and be more innovative,” said Roach.
In 2003, Roach helped launch
Youthography’s marketing division, adding agency services to the youth research and strategy firm, and in 2007 worked on the launch of the Y Syndicate agency network and two new agencies, Riot Brand Experiences and District Lifestyle Marketing.
