min magazine 2008 Most Intriguing: LisaAnn Rocha
Friday, November 7, 2008

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LisaAnn Rocha
VP, Director, Starcom MediaVest Group Performance Marketing (SMG PM) 

Forgive the lame metaphors, but LisaAnn Rocha’s fast ride to the top of the brand marketing world is easily explained—she’s driven. The bright constellation of the Starcom MediaVest Group who recently joined SMG’s Performance Marketing group has broken out the pack in Detroit with her innovative marketing ideas, including the multi-tiered campaign that converted a massive audience of non-truck buying consumers with the successful 3Q 2001 launch of the Chevy Avalanche.

“We did unprecedented things, including sponsoring the first-ever kayak descent of the Tsangpo Gorge in Tibet…which is the Everest of whitewater,” she says proudly. “We had an Avalanche transport a kayak team to the gorge, partnered with Outside for a multimedia program in print, with NBC on TV and had good online coverage. It all made for a great launch.”

These days, Rocha is steering the branding for GMAC, her imprint has been felt on Chevy Trucks and Saturn (among others), still feels the best route for consumer connection comes through the media—particularly magazines. “As long as people turn to magazines for information, escape, comfort, etc., magazines will be an important marketing tool,” she says. “I’ll always be a magazine person.”









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