Moroch, a full-service agency specializing in franchise marketing for clients like McDonald’s, Honda and Planet Fitness, has tapped Kevin Green as executive creative director. He succeeds Brad White, who retired this summer. 

Green is the former creative leader at culture agency Cashmere and board chair of diversity groups ADCOLOR and the Marcus Graham Project.  

Moroch says he will bring a cultural dimension to its market-first approach.  

“The best brands are built market up, and that requires a diversity mindset,” said Moroch CEO Matt Powell. “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 chaired the Marcus Graham Project Alumni Board of Managers and co-chaired the ADCOLOR Advisory Board through much of the pandemic. At Marcus Graham he helped launch the iCR8 Bootcamp Fellowship program for diverse talent, whose graduates now work for such companies as SpringHill, The Marketing Arm, Fluent 360, and Razorfish. And 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. 

Simultaneously, as group creative director at Cashmere since 2021, Green helped win big clients such as Oscar Mayer, Dave & Buster’s and Main Event.  

And he is credited with producing 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 LA. And he helped make Instagram more relevant to underrepresented communities with the Share Your Light campaign that passed the mic to emerging South Asian creators.  

Said Green: “The industry is rallying around culture, as brands look to connect with people on much deeper levels. Culture ignites at the local level and … We can deepen our advantage by making diverse representation and local storytelling the central motivating factor in creative.”