Article Image - Hoffman York Welcomes New Executive Creative Director

Hoffman York Welcomes New Executive Creative Director

By: Hoffman York
April 2023
2 minutes

For Immediate Release

Marlaina Quintana

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Danella Uzelac

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Hoffman York Welcomes New Executive Creative Director

Mike Roe joins Hoffman York team, aims to expand creative portfolio

Milwaukee, WI (April 24, 2023) — For nearly a century Hoffman York, a full-service Milwaukee advertising agency, has delivered a ROI – Return on Ideas. This success is attributed to a blend of unique thinking and integrated efforts. Led by strong creative that drives results, the agency is about to get even stronger with the addition of Mike Roe as Executive Creative Director. With more than 25 years of creative and copywriting experience, Roe has built, mentored and managed teams throughout his career and demonstrated an expertise for innovative ideation. 

“I believe in taking the best of what I’ve learned during each chapter of my career, and applying it as I move forward; these have been my stepping stones to creating work I’m proud of,” said Roe. “I’m thrilled to join the tremendously talented Hoffman York team and apply my experience to further grow this agency and its creative output.”

Roe’s expertise comes from a blend of traditional advertising networks, blue chip digital shops and independent agencies. Most recently he worked as the CCO of Gravity Labs, but has also worked for agencies such as Energy BBDO, Publicis Seattle, FCB Global and Carmichael Lynch. His creative journey has allowed him to work on a variety of B2C and tourism clients including Washington State Tourism, Minnesota Tourism, Harrah’s Casinos, Safeco Insurance, Orbit Gum, Altoids, Ziploc, Raid, Off!, Patrón, Kleenex and Borden cheese. Roe’s past work has been recognized in Cannes, One Show, The Webbys, Digiday, Communication Arts and the Clios.

“We’re honored and excited to have Mike join our leadership team,” said Troy Peterson, CEO of Hoffman York. “His experience leading and conceptualizing creative campaigns will be a great asset to our existing brand partnerships and future portfolio growth.”

An Indiana native, Roe grew up in Evansville and earned a bachelor’s degree from the University of Wisconsin-Milwaukee in Marketing and Production & Operations Management. Outside of work, Mike enjoys developing various passion projects and re-watching the Star Wars original trilogy.

To learn more about Hoffman York, or to find out how you can join the company’s growing team visit

About Hoffman York

Hoffman York is a full-service independent advertising and marketing communications agency located in Milwaukee’s Third Ward. The agency offers a full suite of award-winning services, including advertising, digital strategy and development, earned and social media, media planning and buying, analytics and more. Hoffman York changed its name to HY Connect in 2011 and then in June 2015 reclaimed it with the sale of its Chicago office to Myelin Communications. To learn more about Hoffman York visit or follow them on LinkedInTwitter and Facebook.

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