I’m Robert Moritz (but my friends call me ‘Mr. Moritz’). I’ve been a creative leader for 15+ years helping global brands innovate across digital advertising, content marketing, creative strategy and editorial publishing.
I’ve overseen creative campaigns, brand content and social newsroom initiatives in New York, Los Angeles and, now, Auckland, New Zealand. Along the way…
I’ve worked with some of the most famous brands in the world.
(As well as some of the most world famous in New Zealand.)
I’ve built and led world-class creative teams.
At INNOCEAN, I founded and led the global agency’s innovative Storylab: A 15-person, multidisciplinary social media think-tank, creative collective, real-time newsroom and production unit charged with re-imagining the role of digital brand content for Hyundai USA and other agency clients.
To launch an online comedy network for HBO Digital, I built and managed a 30+ member creative team featuring art directors, designers, copywriters, producers, front-end developers and social media specialists charged with producing short-form video, blog articles, digital marketing campaigns, etc.
As Executive Creative Director (and co-founding partner) at krunch.co, I built a high-performing creative team responsible for ideation, strategy and execution across all stages of end-to-end, full funnel marketing campaigns (including CX, Content and Production).
At Citysearch.com – the largest local content and search portal in the U.S. with 15 million unique monthly visitors – I managed a national creative team of 20+ writers, editors and designers. I also launched, and oversaw, a community-curated content network powered by 100+ remote editors.
And created engaging campaigns that move the needle.
My Sweet Spot
Full funnel digital creative campaigns with a content backbone.
The Art AND Science of data-fueled storytelling Creative execution that stops thumbs Consumer experiences that deliver results
Click the pics ↓ to see some examples
(I’ve also been Ollied by Tony Hawk.)
But enough about me. Let's talk about what really matters: Your business.
With the economy and media landscape currently in flux, you probably know that truly engaging, full funnel creative matters now more than ever.
People now gravitate toward content that is highly visual and personalized
There’s a 20% average increase in sales when using personalized experiences (Kantar Media)
Creative is the new holy grail for performance marketing
56% of brand lift is attributed to creative (Nielsen Catalina Solutions)
Testing and iterating are key to driving performance
23% lower cost per incremental buyer when testing and optimizing creative (Meta)
Omnichannel creative campaigns leads to higher engagement
90% of customers expect their interactions to be consistent across all channels (Forbes)
With automation flattening media-driven returns, creative is a driving lever for differentiation and ROI
Creative spend is increasing faster than media spend at 6% vs 5% annually between 2018 and 2021 (Google/Bain)
That’s why expanding Firefly’s creative offering presents a host of unique opportunities.
Better Engagement and Performance
When media and creative work in tandem to address a brief, it almost always results in more effective advertising. That’s because you’re able to deliver content that fully leverages the overall media strategy and makes the most of individual placements. By elevating Firefly’s creative/content capability to the level of your robust media offering, you’ll be able to offer clients performance marketing across the entire funnel — from brand awareness through to lead generation and sales. It also opens up the ability, and bandwidth, to test and learn with agile creative updates.
Increased Share of Wallet
This one’s simple, right? You’ve already got the clients so why not upsell for even more of the creative/content spend that’s going to other agencies? But that’s the just the start. With a robust creative offering in-house, Firefly is then in a position to develop, and implement, multi-platform creative strategies that dovetail with a Cx solution.
With the days of one platform performance dominance rapidly fading, it’s essential for clients to diversify their spend. But to do this effectively, brands need to deliver a consistent creative experience across platforms. So it’s not just a matter of convenience for the client to work with a single agency for media and creative — though that doesn’t hurt — it’s a growing imperative as lookalikes and retargeting become increasingly rare performance tools. Which leads us to…
Future Proofing for the New Privacy World Order (aka: “Think Different”)
Sure, consumers like it when relevant content appears in their feeds. But they like their privacy more. And even if they haven’t thought much about preserving their anonymity to date, the world’s most valuable company is doing everything in its power — and deep pockets — to sell the idea of a future free of cookies, pixels and retargeting. With intent signals going the way of the moa, performance marketing needs to adapt and find a way to keep ads effective.
As the audiences become more and more opaque, the solution lies in the ability to think more creatively about data. For example, delivering a personalized, relevant experience isn’t going to be as simple as showing a product picture to the best performing target audience 10x in a row. Performance is going to require delivering increasingly engaging creative experiences in exchange for first-party data. And it’s going to take savvy, data-minded creatives who know how to leverage more general experiential data – think location, time, weather – to deliver personalized ad experiences.
Opportunities (not coincidentally) ideally suited for MMaaS* (Mr. Moritz as a Solution).
From per-project creative consulting to ongoing retainer to deeply embedded secret sauce, there are a variety of ways we could work together to help expand/launch Firefly’s creative offering.
Strategy sessions with your account team and development of compelling creative pitch decks for:
Immediate ability to qualitatively, and quantitively, expand your team’s creative/content service offering. This includes:
Strategy work with your leadership team then scope, recruiting and launch of a high performance creative team ideally suited to: