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Roger McGrath

Volkswagen
Google
Redbreast Whiskey
Pfizer
Roger McGrath
Country Flag IE
I love ideas. I think they make the world go round. And I love coming up with ideas for brands of all shapes and sizes. I can hit home run ads, or just do the simple ones – whatever works to get you the sale. But mainly, it needs to be creative to stand out. And that's where I come in. I enjoy writing ads for TV, websites, social media, radio, toilet doors, and more. Whatever you need done, I'll be happy to do it – but let's make it great.
Q

You have worked in a multitude of realms in the entertainment industry, what is next for you? Is there more you want to explore?

I'd like to create more award-winning work with top-class friendly creatives and brands. I love my job, but would like some new opportunities and I'm willing to work very hard to achieve my goals and those of any clients willing to work with me.

VW logo with a cutout line around it
Q

Can you discuss your experience working with a team, and how you collaborate with other disciplines?

I've been called "universally liked", and I love working in a team. I'm rarely if ever grumpy. We're not exactly saving lives here, I keep down-to-earth but also work very hard. Humour is important in our day to day life, and also good manners. So I rarely have an argument with anyone, but rather love to listen, collaborate, and excel where we can. I see team mates as mates, so I'm on their side as much as on my own. Life's too short for silly quarrels. Though the odd friendly disagreement is important to make the work better.

Ad for Irish Heart Foundation
Q

I’d love to hear more about your experience! Can you tell me about a project you found particularly challenging, and how you managed to overcome any obstacles?

I've worked in all kinds of ad agencies in Ireland, and some overseas. I've 16+ years of experience. And as a copywriter, I've worked for every kind of brand from Volkswagen to Redbreast Whiskey. I probably prefer FMCG style ads or B2C, however, I've also done plenty of B2B and worked with Google for nearly three years. I also worked in-house in Acccenture Creative (Global) for two years; it was a little challenging getting to know its tone of voice and complex business topics. But in the end I mastered it by becoming interested in it. I essentially got two years free MBA by writing the copy for all their business reports, ranging from how to be a living business to the impact of AI to sustainability. So, in short I conquered the problem by working hard, staying curious, and learning to love it.

Q

As a Writer, is it possible to create anything that you can imagine?

Yes, I think so... however, you may imagine a beach and a sunset, but you may have to shoot it using sand, a lamp, and a few toy dolls in your own house. In other words, if you can see it – you can make it. But it may not look exactly like you have it in your head, originally, but often that leads to better, more imaginative work as a result.

Social post for Redbreast whiskey
Q

What was your very first Creative job? How have you grown since then?

I worked as a copywriter in a place called AFA O'Mearas in Dublin in 2007 which then became Dublin's biggest ad agency (at the time) called McConnells. I've gone onto work in probably 4 of the top 6 agencies in Dublin and about 12 of the top 20. In other words, I've a rake load of experience in a variety of agencies, under dozens of Creative Directors, so I can bring a multitude of skills and perspectives to each job. Arguably I've plus 15 different agencies' experience inside one head. I wish there was less but what can you do! I like to move around. I've also worked via Media.Monks EMEA and Global and have teamed up with teams in San Francisco, London, Singapore, Mexico, and more.

Q

Cats or Dogs? ...or other?

I don't like to discriminate too much... but I do have a dog. So she's watching me so I'd better say "Dogs" not to offend her. #MaggieForDogPresident

Airport luggage conveyor belt ad for Skoda
Q

What are some of the golden rules you follow as a surefire method to deliver a compelling project?

Ideas. Ideas. Ideas. The more you come up with the more you'll find the golden nugget. But also I'd add 'research' to that. You need to read and get to know as much about the product or service as you can, this phase will help you generate ideas. Then, after you've exhausted your brain of having ideas – you take a break. Come back. And: Edit. Edit. Edit. Voilà.

John West ad with child behind iron fence
Q

What does your creative process look like?

Hard work. But also fun. If you're not enjoying it, your audience won't either. We're interrupting their day, the least we could do is make it fun – or valuable to them. Which I hope these answers have for you... sorry it got so long.

Let’s get creative together.

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