“I like the problem-solving element of marketing,” says Colin Rose, Founder, President, and Creative Director at Rose Agency, a digital marketing agency based in Vancouver.1
Specializing in public sector, industrial, and commercial services, the agency aims to generate excitement and familiarity for its clients, ultimately driving leads and sales. Rose shares his thoughts on the value of digital marketing, strategy, team building, and his formative experiences in London’s fiercely competitive marketing industry.
Marketing Means Creating a Good Feeling
While the clients Rose Agency represents may not seem as glamorous as consumer brands, Rose believes the same principles apply.
“If you make something look and feel exciting, people will respond,” he says. “It’s the same reason they put cartoons on cereal boxes. Kids already want the sugar, but connecting with the character makes that particular box more appealing.”
In promoting an executive recruitment company like Goldbeck Recruiting, this means offering their target audience easily digestible, engaging, and visually appealing advice.
“It showcases what the company brings to the table and helps people make decisions,” explains Rose.
Business-to-Business Marketing Strategies
Unlike cereal, business-to-business (B2B) purchases are often data-driven and decided by committees. The process involves numerous touchpoints, including Google searches, online reviews, social media, and websites. That’s where a strong digital agency becomes essential.
“The goal is to provide all the content and information someone needs to feel confident picking up the phone and scheduling a meeting with you,” Rose explains. “We excel at translating complex, technical messages into clear, compelling narratives that drive sales.”
Content Strategy and Lead Generation
Facilitating sales is just one part of the puzzle; the other is building brand awareness. “Lead generation involves attracting people who’ve never heard of you,” says Rose.
For instance, Rose Agency recently partnered with a company that provides anti-theft, GPS-driven immobilizers for the trucking industry. While “semi-truck immobilizer” is a clear search term to target, Rose emphasizes the need to think beyond the obvious.
“The immobilizer is a new-to-market concept, so people may search for ‘GPS products’ without knowing there’s a better option,” he says. “It’s important to include those broader terms as well.”
Taking strategy even further, Rose Agency ensures visibility in places frequented by their target audience, even if unrelated to the specific product.
“We’ve advertised using search terms for trucker load boards as a way to boost brand awareness to the right audience,” he shares.
Should You Hire a Marketing Employee or an Agency?
As companies grow, they often face the choice: hire a dedicated marketing professional or engage an agency? Rose advocates for the agency model.
“For the cost of a single full-time employee, you can access an entire team,” he says. “You’ll have a senior director to plan campaigns, a digital advertising expert, an experienced graphic designer, and other specialists. It reduces mistakes, minimizes wasted resources, and creates a more robust program.”
The Competitive Marketing Scene in London
Rose’s career began in Calgary, but his British passport allowed him to pursue opportunities in London, where he entered the intense world of marketing. While securing his first job during an economic downturn was challenging, persistence paid off.
The hiring manager said he wanted “something different” for their team—and found it in Rose.
“Everyone else was very British – polished and stylish,” he recalls. “He liked a bit of the North American, outspoken and brash.”
The high-pressure London marketing environment came with long hours and personal sacrifices.
“Every week, someone in the office cried,” Rose remembers. “Pushing yourself that hard comes at a cost. It’s like a credit card for creativity—eventually, you need rest to recharge your ideas.”
Launching Rose Agency
Rose’s tenure in London from 2011 to 2015 coincided with the growing acceptance of social media marketing for supermarket brands. While this presented opportunities, it also involved navigating corporate bureaucracy.
“In large agencies, everything is politics, with extensive planning and processes,” Rose says. “When I was younger, I didn’t always have the patience for that. I prefer to move quickly, which isn’t always compatible with big organizations.”
This desire for agility drove Rose to return to Canada, where he launched Rose Agency in 2017.
“The first month, I made $800,” he recalls. “By the third month, I could pay my rent. Seven years later, we’re still achieving consistent growth.”
Building a Team of Curious Individuals
When hiring, Rose prioritizes curiosity, intelligence, and analytical thinking.
“Technical products can be complex,” he explains. “We look for people who excel at processing technical information and presenting it in an accessible way.”
This philosophy applies across the team.
“A graphic designer, for example, must enjoy the challenge of visually communicating ideas and take the time to understand the message we’re conveying,” he says.
Rose advises young professionals to explore various interests to determine what excites them most.
“If you had to work late on a Wednesday, what brand would you want to be working on?” he asks.
The Art and Science of Digital Marketing
Rose describes digital marketing as a blend of art and science. While clients engage his team on different levels, the ultimate measure of success is delivering results.
“If we provide the outcomes they need, that’s what matters,” he says.
As for Rose, his natural curiosity fuels his passion for the industry.
“I love random facts,” he says. “I’ll read an article about almost anything, especially topics I know little about.”
