Rick Roth
Westchester County, New York, United States
6K followers
500+ connections
About
Rick is a marketing and brand communications expert who has led full service advertising…
Articles by Rick
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Questioning the impact of Shopper Marketing on Brand Health
Questioning the impact of Shopper Marketing on Brand Health
I want to thank Tim Manners (Group owner - Shopper Insights & Brand Experience) for posting the question "Why is…
24 Comments -
Define & Live Real Purpose. Beware the Bandwagon
Define & Live Real Purpose. Beware the Bandwagon
I write this at the risk of adding to the daily debate on the subject of Purpose in business. Whether it’s here on…
37 Comments -
Building Brand Value vs. Building Big Data - - What's your real end game?
Building Brand Value vs. Building Big Data - - What's your real end game?
I feel a bit funny writing this article. For me, the very point of it states the rather obvious.
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BTB Marketers - Do Your Customers Love Your Brand?
BTB Marketers - Do Your Customers Love Your Brand?
BtoB marketers: Do your business customers love your brand? It sounds more like a question you would ask of consumer…
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Choosing The Right Agency
Choosing The Right Agency
You're a marketer needing an agency. It doesn't much matter your size.
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Be Honest With What You Do Best. Pretending Is A Slippery Slope.
Be Honest With What You Do Best. Pretending Is A Slippery Slope.
I created a boutique communications agency five years ago. We promised to deliver service engagements that would be…
25 Comments
Activity
6K followers
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Rick Roth shared thisTerrific interview, Frederique Covington Corbett, Ph.D.! Your views are inspiring and valuable. I will be sharing with fellow marketers committed to building brands with purpose and integrity. Happy New Year!Rick Roth shared thisA new year ahead calls for a new breath of optimism. In my recent interview with The Wall Street Journal, I share a few insights on the future: 🔹 Adapting to "FCV," an environment defined by fragility, conflict and violence 🔹 Authentic marketing mirrors authentic leadership 🔹 Embracing what’s next in terms of global values and immersive technologies Read the full article here: https://lnkd.in/eQwj_gar #Marketing #Leadership #Authenticity #UNICEF #CMOGrateful Kitty van der Heijden Carla Haddad Mardini
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Rick Roth shared thisA close friend and previous client sent me this photo - It is apparently a display at Macy's in Palm Beach Gardens, FLA. He asked if I could explain the thinking. My response: 'A belt sale, perhaps' Other thoughts?
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Rick Roth shared thisAs one who traveled far too often when our kids were young ... I completely relate to mothers and, yes, fathers who feel the pain of separation. Btw ... the door never really closes. Great post !Rick Roth shared thisEvery day when I close the door behind me to head to the office or start my workday, my son lets out a cry that pains me. So what do I do? I think about Llama Llama’s Mama and the reassuring words she offers in the childhood classic "Llama Llama Red Pajama:" "Little Llama, don’t you know, Mama Llama loves you so? Mama Llama’s always near even if she’s not right here." All of the stereotypical things you hear about navigating work and family are true. There’s no such thing as balance. Guilt hits so hard no matter where you are. But stories — both real and fictional — really help. I’m fortunate to be surrounded by an incredible group of moms at work who know what it means when your child’s cold disrupts the equilibrium of your household. Or how hard it is to stop thinking about work when you walk between rooms and shift from remote worker mode to mom mode. Women like Jessi Hempel, Courtney Chapman Coupe, Cassie Perez, Miranda Head, Monica Fike, Jennifer F., Grace Blacksea, Maya Pope-Chappell, Jessica Hartogs, Natalie MacDonald, Catherine Taibi Autorino and others who model their commitment to both parts of themselves loudly and proudly: “Kiddo stuff - back in a bit.” “Can’t make a call at 8 a.m. PT, drop off duty.” “Childcare challenge today.” It never makes me question their commitment to work, it makes me appreciate and admire them more, and it makes it feel so easy and safe to say the same thing when I inevitably find myself there the next day. It makes me confident that modeling that same transparency is making it easier for someone else to do so. And on the fiction front, I come back to Llama Llama and how grateful I am that my son, who’s 17 months old and doesn’t understand what these dual emotions feel like, is growing up reading books that show stories that even when Mama Llama is busy or drops you at school for the day, she’s always near. So on #IWD24, I’m thinking about all the real and fictional mamas who show that "It’s OK to miss your mama. But don’t forget — when day is through, she will come right back to you."
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Rick Roth shared thisSharing this important post from Freya Williams. Caring for the future of our children is indeed a fundamental motivator and we owe them and their kids a healthy, peaceful, more safe world. The work needing to be done is daunting, but critical.Rick Roth shared thisMusings from NYC: tomorrow the insta feeds of New Yorkers should be filled with images like these: kids experiencing the magic of a massive snowstorm and the joy of a snow day. Instead they’ll be full of scenes of flooded apartments and deluged subways as precipitation that in January should be snow instead is falling as torrential rain. We DO NOT have the right to steal these experiences from our kids (and of course what kids in other parts of the world are already experiencing is so much worse than the loss of winter). Even after working in sustainability for nearly 18 years I’ve been blindsided by how fast the climate is changing (these pics are from 2014/15). So let’s take this as a spur to recommit to doing whatever we can - at work, at home, at the voting booth, at the grocery store - and to encouraging everyone we know to do the same. For our kids and all the kids to come. [Research by Potential Energy Coalition John Marshall shows framing around future generations is a hugely powerful motivator globally for people to take climate action. So maybe a message like this one could work with the folks in your life who have kids, grandkids, neices, nephews, godchildren etc they love and who need a nudge to step it up on climate action.] #sustainability #saveoursnow #winter #snowman #climate #climatechange #climateaction
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Rick Roth shared thisAs we celebrate some of our most timeless holiday commercials I would like to bring attention and praise to the new Montefiore Einstein Holiday spots. ‘There’s magic in all of us’ is a beautiful emotionally charged touching spot. Congrats and thanks to the team responsible … and to the wise client team who gave the green light.
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Rick Roth shared thisRick Roth shared thisMy friend Karl Westman is the best music guy I've ever worked with and learned from. He's created this election-day song. Please listen and share.
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Rick Roth shared thisTimeless and invaluable advice for career success from Rishad TobaccowalaRick Roth shared this“The first piece of advice is that successful careers are built on a combination of luck, mentorship and aligning with the right trend. Hard work is important, but everybody works hard. My basic belief on mentorship is to find the best bosses or best people you can find to guide you. In the case of aligning with the trend, try to understand something that will grow over the next 10-15 years. And with regard to luck, the way to maximize luck is say yes to as many opportunities as you can, even if they seem a stretch. The second is to never stop learning. The day you stop being a student is the beginning of the end of your career. It doesn’t matter how senior you are or how powerful you are otherwise you will find yourself growing increasingly irrelevant. The third piece of advice is: eventually when you become truly successful, your success will be built on a very benign form of a Ponzi scheme. You get successful because the people around you are successful. And you will be given some sort of credit for the people around you. Invest in others because that is investing in yourself from training to relationships to looking after them. The last thing is never take yourself too seriously. Be humble. Laugh at yourself and when people say you’re full of shit, you probably are.”Ad Club Industry Legend Rishad Tobaccowala on why the next 10 years will be the bestAd Club Industry Legend Rishad Tobaccowala on why the next 10 years will be the best
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Rick Roth shared thisRick Roth shared thisImagine a world where you don’t see another single social media post using words like “senseless” and “horrific.” Imagine building that world, a world that is safe for our children and for all of us—now. Enough is enough. We need less talk and more action. I truly believe that the most difficult moments are exactly when we can and must create real change. For a deeper look at the pervasive problem of gun-related violence in the U.S. and ways we can all act now, visit our partners at Brady:
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Rick Roth shared thisEndlessly proud of you Will Roth. You’ll now be able to bring your extraordinary talents to a truly first class operation #publicisgroupe. They are lucky to have you dear son of mine!Rick Roth shared thisI’m delighted to announce that today I’m starting a new position as EVP, Marketing and Communications at Publicis Production! I couldn't be more excited to join such a powerhouse team; one that's hungry, growing and already responsible for some of the best work in the business. This will surely be an incredible ride. Endless and sincere thanks to those who believed in me along the way. I'm looking at you Julie Marchesseault, Andrew Swinand and Jill Reformado! I can't wait to write this new chapter with you. #publicisgroupe #powerofone #marketing #onwards
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Rick Roth reacted on thisRick Roth reacted on thisMarch for Our Lives debuted a bulletproof dress on Met Gala night. It's one of the most devastating uses of a cultural moment I have seen in a long time. While celebrities debuted couture inside one of New York's most exclusive events, March For Our Lives and fashion brand Cotte D'Armes debuted a bulletproof dress outside it. Designed by Clarence Ruth, the piece uses ballistic materials and a vest-inspired structure. Worn by Racquel Chevremont, a Bronx born model, art curator and lifelong activist whose entire career has been built around representation and using her platform to amplify urgent voices. March for Our Lives said the dress is a response to a world where safety is not guaranteed and protection should not be a luxury. Gun violence is the leading cause of death for children in America. That sentence should not be possible in 2026. The dress code was Fashion Is Art. They took that literally. And in doing so they turned the world's most watched fashion moment into a platform for the most important conversation we are not having loudly enough. As the father of two young kids, this one hits home. Brava Founders Agency DVRG and team. Community, what did you think of this one?
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Rick Roth reacted on thisRick Roth reacted on thisPatou is leaving Ogilvy. Or is Ogilvy leaving Patou? Perhaps Ogilvy is taking leave of itself. This departure isn't a staffing change, it isn't the removal of a management layer, and it isn't the result of consolidating all the agency brands into WPP Creative. It is the removal of the glue that has held Ogilvy together — the glue that forged connections which outlived every org chart and all its versions and revisions. Patou is the embodiment of that bond which, for all the attempts to capture it, never really lent itself to words. A belief in people and their stories; the belief that shared stories unlock greater forces, make more things possible, and give people a sense of meaning that runs deeper than any award Ogilvy nevertheless went on to win because of it. Here, Patou sets down her stories from 30 years at Ogilvy. She has understood what remains after a 30-year career: the people you've been through things with — and looking in the mirror, you have to admit that without them, without those stories, you wouldn't be the person you are today. Then all that remains is gratitude. Link in the comment. Patou Nuytemans Ogilvy
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Rick Roth liked thisI couldn’t be more excited about our partnership with Ad Age and the launch of the Ad Age Brand Loyalty Tracker, powered by Affinity Solutions, a brand/level view of consumer purchase behavior at scale! Congrats to Damian Garbaccio, Dewi Paulino, Melissa Lagrange, Brittney Flynn, Kalyan Lanka, Kathleen Siddell, Nicole Julien, MBA, and Dinh Vo, who made this happen.Rick Roth liked thisAd Age & Affinity Solutions Launch innovative Brand Intelligence! Ad Age Brand Loyalty Tracker powered by Affinity Solutions - check us out on the AdAge.com homepage. Today marks a major milestone for Affinity Solutions & Brand Connectivity! We’ve entered into a strategic content partnership with Ad Age to launch the Ad Age Brand Loyalty Tracker powered by Affinity Solutions—a report that delivers a brand-level view of real consumer purchase behavior at scale. We are quite literally ‘What Happens’ – Check out the homepage of Ad Age.com where you can see us taking over! https://lnkd.in/eR4fXHKHRetail and restaurant brands winning the most repeat purchases—introducing the Ad Age Brand Loyalty TrackerRetail and restaurant brands winning the most repeat purchases—introducing the Ad Age Brand Loyalty Tracker
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Rick Roth liked thisRick Roth liked thisTHEY TOLD ME I'D NEVER PLAY PIANO AGAIN. LAST TUESDAY I CRUSHED IT IN FRONT OF 300 PEOPLE AT MERKIN CONCERT HALL. Brain cancer at 21. Might not see 22. That was 1995. Thirty years later I sat down at a 9-Foot Steinway Model D concert grand piano on a New York City concert stage and performed live for the first time in front of a public audience in over two decades. Not flawlessly (says me). But fully alive. I promise you this aint your Father's motivational cat poster. This is proof. Proof that the things they tell you are impossible sometimes just require more time than anyone thought you had. Proof that reclaiming stolen pieces of yourself is still possible decades later. Proof that survival is not just about staying alive. It is about remembering who you were before the world tried to take it from you. I spent 30 years turning rage into purpose. Building movements. Writing books. Fighting a system designed to crush people. And somewhere in there I forgot that the kid who got diagnosed had dreams that had nothing to do with healthcare advocacy. That kid wanted to play piano. On April 28th, I let him. And he fucking nailed it. With everything happening in this world right now, we need reminders that winning is still possible. That redemption exists. That good things can still happen to people who refuse to quit. I am where I need to be. And maybe so are you. My takeaway? "Never tell anyone that can't do something." With endless gratitude 🎹
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Education
Volunteer Experience
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Advisory Board
Peace First
- 5 years 5 months
Civil Rights and Social Action
Peace First believes in the power of young people to change the world—not someday in the future—right now. This belief is grounded in twenty years of experience preparing young people with the skills and commitments necessary to create truly just solutions to problems, and then supporting them to implement those solutions—what we call peacemaking. When young people are prepared and supported in this way, there is no limit to their power to create a better, more just world.
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Former Board Member
CBRTF
- 1 year 2 months
Economic Empowerment
Collaborating with industry professionals in the blockchain, finance, legal, and regulatory sectors to foster smart regulation in the cryptocurrency and blockchain space.
Publications
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Define & Live Real Purpose. Beware the Bandwagon.
Huffington Post
See publicationAs you start your business, as you build your company, as you turn your ship…take the time to sharpen your Strategic Platform. Take the time to nail down as clearly and succinctly as possible…what you believe, what you do, what you stand for and Why.
And then the hard work starts.
Be ready to live your Purpose. Be careful of the bandwagon. -
Be Honest With What You Do Best - Pretending is a slippery slope
Huffington Post, Linkedin
See publicationWe all understand new business hunger, how rapidly our world is changing and the ongoing need to adapt. But it hurts us all when we pretend to be something we’re not. The reality sets in quickly, creating serious risk and a damaging impression that will not be forgotten.
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Choosing The Right Agency
The Huffington Post
See publicationHow do you find the right agency?
If a marketer could design his own perfect agency today here is how he or she might approach it. -
Do Your Business Customers Love Your Brand
Advertising Age
See publicationSuccessful B-to-B Brands Must Be Just as Rigorous as B-to-C Brands. A discussion on theory and process.
Also posted on Linkedin -- https://www.linkedin.com/pulse/btb-marketers-do-your-customers-love-brand-rick-roth?trk=prof-post -
Agent of Change
Ithaca College - IC View
See publicationThe advertising business has undergone dramatic change over the last several years. Consumers are more in control over how and where they engage with a brand, and retail customers hold more and more power over which brands they will support. Advertisers need integrated marketing...
Organizations
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Phoenix Media Group
Advisory Board Member
- PresentPhoenix Media Group is a New York City based content and entertainment studio committed to creating extraordinary digital brand content and experiences that drive engagement and marketplace advantage with unusual speed and value.
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Peace First
Advisory Board
- PresentPeace First believes in the power of young people to change the world—not someday in the future—right now. This belief is grounded in twenty years of experience preparing young people with the skills and commitments necessary to create truly just solutions to problems, and then supporting them to implement those solutions—what we call peacemaking. When young people are prepared and supported in this way, there is no limit to their power to create a better, more just world. Make a Gift to Peace…
Peace First believes in the power of young people to change the world—not someday in the future—right now. This belief is grounded in twenty years of experience preparing young people with the skills and commitments necessary to create truly just solutions to problems, and then supporting them to implement those solutions—what we call peacemaking. When young people are prepared and supported in this way, there is no limit to their power to create a better, more just world. Make a Gift to Peace First Today! www.peacefirst.org
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SalesWise
Advisory Board
- PresentSalesWise is an enterprise intelligence platform created to give sales professionals and their teams dramatic advantage in how they leverage business relationships for optimized sales performance. SalesWise technology frees the sales professional from unproductive busy-work to enable a level of unprecedented focus, effectiveness and success. https://www.saleswise.com/
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GlobeIn
Advisory Board
- PresentGlobeIn is a digital marketplace community dedicated to connecting working people in remote regions of the world to the global economy. It supports artisans from all walks of life with an emphasis on those in the developing world where, after agriculture, artisan goods are the second largest source of employment. GlobeIn is dedicated to reducing poverty by giving these artisans, and subsequently their communities, a global audience.
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AnchorFree
Advisory Board
- PresentAnchorFree’s mission is to provide secure and private access to the world’s information for every person on the planet. AnchorFree’s Hotspot Shield app is the world’s most popular freedom and privacy platform, that has had over 250 million downloads on mobile devices and computers. Hotspot Shield is the biggest disrupter of Internet censorship, enabling freedom for millions of people to access all of the world’s information.
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Powered Analytics
Advisory Board
-Redefining the retail shopping experience with beacon tech innovation and omni-channel shopper wisdom. Company purchased by Target.
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American Camp Association
Board of Directors
-Winner of Prudential Leadership Award for Outstanding Nonprofit Boards. The American Camp Association® (ACA) was honored with the Prudential Leadership Award for Outstanding Nonprofit Boards at the 2011 BoardSource Leadership Forum on September 23, 2011, in Atlanta, Georgia. This award is given in recognition of the critical role boards play in overseeing their organizations’ mission, finances, and strategic direction. The 2011 award also focused on organizations that have demonstrated…
Winner of Prudential Leadership Award for Outstanding Nonprofit Boards. The American Camp Association® (ACA) was honored with the Prudential Leadership Award for Outstanding Nonprofit Boards at the 2011 BoardSource Leadership Forum on September 23, 2011, in Atlanta, Georgia. This award is given in recognition of the critical role boards play in overseeing their organizations’ mission, finances, and strategic direction. The 2011 award also focused on organizations that have demonstrated governing with future outcomes in mind and honored the innovative and transformative work that nonprofit boards are doing to position their organizations for future success. “We are very pleased,” said Peg Smith, ACA’s chief executive officer. “This honor is a direct reflection of the hard work of the ACA leadership and board over the past four years.” The Prudential Leadership Award for Outstanding Nonprofit Boards is a BoardSource program, a national organization dedicated to advancing the public good by building exceptional nonprofit boards and inspiring board service. Cash awards for the program were provided by Prudential and The Prudential Foundation. The American Camp Association® (ACA) works to preserve, promote, and enhance the camp experience for children and adults. ACA-Accredited® camp programs ensure that children are provided with a diversity of educational and developmentally challenging learning opportunities. There are over 2,400 ACA-accredited camps that meet up to 300 health and safety standards. For more information, visit www.ACAcamps.org.
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Ogilvy & Mather Worldwide
World Wide Board of Directors - Ogilvy Group
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Other similar profiles
Explore more posts
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ASHLEY RUDDER
Still buzzing from this morning’s Creator Rooftop session at Cannes Lions! Thank you to everyone who joined us—and to my powerhouse co-panelists Val DiFebo and Diana Hong-Elsey—for helping unpack the future of creator-led innovation. The truth is: creators aren’t just making content—they’re shaping culture, strategy, and business outcomes. And if brands want to survive in this attention economy, they need creators at the core, not the edges. I broke it all down in the Creator Darwinism Field Guide—a no-fluff resource I wrote to help creators (and the people who hire them) navigate the shift from content to command. 📥 Download it here and hit the ground running: https://lnkd.in/etaN_U6C Let’s build something better—together. #CreatorDarwinism #CannesLions2025 #SociStudio #DNY #CreatorEconomy #FieldGuide #CannesLions #CreativeLeadership
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Victoria Duben
In a world where AI can generate “understanding” at scale, the real edge is still deeply human: emotion, taste, point of view. The brands that will stand out aren’t the ones that explain the most, but the ones that move people, because even in the AI era, humans still buy from humans, not from perfectly optimized paragraphs.
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Brian Rappaport
Digital Out-of-Home isn’t just a screen, it’s a stage! Too many brands waste the medium by slapping up a static ad. In key markets like New York or LA, you can turn a digital board into a live experience. Kalshi is one brand who got it right! They actually live-streamed trading on the 2024 election in markets like NYC, Vegas & Philly. That’s how you stop traffic and grab attention. #DOOH #Dynamic #Content #Political #Marketing #Creative #Advertising
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Greg Linnemanstons
Plenty of B2B industrial leaders would rather get a root canal than speak on a stage. But what if the best thought leadership strategy doesn't involve public speaking at all? In my latest conversation with storytelling expert Jay Acunzo (How Stories Happen) we explored how thought leaders are winning in manufacturing and industrial markets — without ever having to step foot on a conference stage. Instead, it's about converting your expertise into an IP pyramid. Check out this writeup for an overview of the process, full of industrial examples and a framework for getting your team to participate. For my full conversation, watch the podcast episode — also at the link, or on your preferred platform. https://hubs.li/Q03CCMjK0 #TheChangeOverPodcast #ThoughtLeadership #B2B #Marketing #sales #Leadership
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Natalie Sorge
Insightful morning read by Bo Sacks: 💡 The publishing industry is a tough place to be, and the "one-size-fits-all" and cheapening of products isn't the route to go. Consumers want VALUE, unique "customized" products, and they want you to find them on the channels they're at...build status, trust, and relationships, and you'll live to see another day. Bo Sacks (https://lnkd.in/gSGWs6Bb) most recent newsletter hit the nail on the head: First, SEO-driven generalism is gone, rank for everything, make pennies on remnant ads, then watch the bots hoover up the value. If your work isn’t cited or indispensable, you’re background noise, like elevator music in a skyscraper that’s missing most of its tenants. Second, chasing social-referral highs is a game for those who enjoy disappointment. The Facebook sugar rush is over; the next algorithm shift leaves you stranded in the content desert, clutching a cracked compass and reminiscing about reach that once was. Smart publishers diversify, moving into Reddit, Pinterest, newsletters, and direct feeds, like survivalists planting edible gardens after years of eating empty carbs from someone else’s pantry. Third, the dream of one-size-fits-all subscriptions deserves its place next to paper hats in the museum of bad publishing ideas. “Plus” sounds great in a board meeting but means about as much to readers as a punch card at a laundromat. Hearst’s own brand-native memberships get this right, serving unique perks to distinct tribes. Miss this lesson, and the spreadsheet turns into a napkin sketch fast. Fourth, if your print product looks like it’s time-traveled from 1995, you’re offering nostalgia with a whiff of staleness. The mass-market, ad-heavy, stack-’em-high model is fading; what survives is print with a pulse, niche, collectible, packed with purpose. If it’s not worth the paper, it’s a habit, not a product.
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