Strategy, Copy

Will Roffé

Will is your customers’ advocate. If you can impress him, he’ll impress your customers. After all, they’re the reason you exist. The more he understands your customers – their motives and how you fit into their world – the more he can help you create communications that resonate with them.

If his insights are disturbingly real at times, it may have something to do with his forensic approach to research—and the fact he also collected a Diploma in Private Investigation on his way to becoming a seasoned copy-guru. He’s also an Axis Ad School graduate.

Will enjoys creating simplicity from chaos, and getting to the true essence of a brand’s personality. He then develops powerful brand stories, ideas with impact and compelling copy to convert browsers into buyers.

Will has worked for leading global ad agencies and direct marketing firms across Australasia, including, McCann-Erickson, Saatchi & Saatchi, Ogilvy, BBDO, DMB&B, RBR and Lavender—but still approaches each brief with Darwinian curiosity.

He has worked for a diverse range of clients including Iams Company, BP Oil, Westpac Bank, Nike, General Motors. Telecom NZ (Spark), Te Papa Tongarewa/Museum of New Zealand, NZ Defence Force, Sanitarium, Bayleys Real Estate, NZ Water Safety Council, Tourism Wellington, Wellington City Council, Ministry for the Environment, Motorola, ANZ Bank, New Zealand Post, Kiwibank, NZ Trade & Enterprise, Virgin Airlines, National Bank, Telstra, PHARMAC, ihug, Vodafone. Livestock Improvement (LIC), SPCA and more.

Will’s vision has always been to help other people realise theirs. A born contributor and problem solver, he helps clients to be more effective by effortlessly switching between an eclectic mix of skills – including Brand Strategy, Content Strategy, Concept Development, Copywriting and Creative Direction.

Will believes in quality over quantity, which is why he prefers to work with passionate people who want to make a difference. Today he is based in beautiful Hamilton, New Zealand, with his wife, daughter and two Staffordshire Bull Terriers.