Dallas-based integrated marketing agency Moroch has relocated from Oak Lawn to a 24,000-SF office space at a formerly empty industrial warehouse in Dallas’ Manufacturing District, northwest of downtown.

The agency’s clientele list includes McDonald’s, Midas, Coca-Cola, Planet Fitness, Six Flags, and many other leading brands.

Moroch said its move to the single-floor facility at the corner of Irving Boulevard and Manufacturing Street reduced its physical footprint by 50%, showcasing a commitment to innovation and efficiency.

A space-saving ‘reimagination’

Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

“Our new space is not a refresh, it’s a reimagination of Moroch,” Moroch CEO Matt Powell. “Walking into our old office post-pandemic felt like walking into history. It was built for the company we were but didn’t serve the company we are today and plan to be tomorrow. We’ve engineered a workplace with the future in mind, demonstrating that with smart design and advanced systems, businesses can do more with less, maximizing technological capabilities and cost-effectiveness.”

Along with innovation and the future being top of mind, Moroch said it also set out to recognize its list of clients from across the country throughout the new space. It said that the idea of “local” stands as an appreciation for the various cultures in which Moroch navigates for its clients.

Rodeo Room at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

For example, conference rooms come with unique interior features, such as cow print flooring in “Rodeo” and a graffiti wall in “Lowrider.” “Summit,” which accommodates the largest meetings in the main office, represents overcoming big challenges, which is exactly what the team aims to achieve in this space.

Moroch worked with OTJ Architects and SilverLining as the general contractor on the project. The agency said that with its new HQ’s open concept, “‘Morochians’ will be able to collaborate at new levels and work together to overcome any challenge for our clients.”

LED wall at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Features of the new digs

Moroch said that a “sensory-encompassing,” floor-to-ceiling 128-monitor LED screen greets guests upon entering the building. It’s customizable to showcase client campaigns as they visit for strategy meetings.

Key executive offices, Zoom rooms for hybrid meetings, and 12 conference rooms of various sizes line the outer rim of a collaborative 60-desk, open-seating workspace. The UpThink lounge, a room dedicated to the team’s collaboration, is another feature in the space. The mission is to provide employees with a space to move with precision, build relevance through culture, and engineer effective strategies to drive clients’ businesses forward, Moroch said.

The UpThink lounge features monitors that illustrate local impact for clients, allowing the Moroch team to collaborate on the most effective creative strategies in real-time, the agency said.

Upthink Lounge at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Transforming the concept of ‘local’

“We take pride in leveraging our proprietary methods and tools to identify a strong point of view on where we should focus to drive business and resonate with audiences, rather than merely outlining possible options,” EVP Media Services Jaquie Hoyos, EVP Media Services, said. “We have transformed the concept of local into something meaningful, authentic and, most importantly, impactful for our clients’ success.”

Dallas-based artist Alfredo Pina designed a piece spanning the 30-foot-wide and 15-foot-high wall within the office’s creative zone. It’s a chameleon, with the Moroch name woven into the design, serving as a metaphor for the team’s adaptability and nimble nature.

Moroch said it built a full production studio off the designated creative zone to speed the pace of bringing ideas to life. The studio has green screen capabilities, recording booths, and editing rooms, Moroch said. That space initially will be reserved for the Moroch team, but the agency plans to open the studio to other creatives.

100-person conference center at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Sitting adjacent to the central office is a 100-person conference center called The Tom Moroch Conference Center in honor of the company’s founder, Tom Moroch. The center is accessible from a separate parking lot and equipped with its own lobby and full kitchen. The space is fully self-contained, Moroch said.

Much like the production studio, Moroch hopes to allow the conference center to be utilized for nonprofit, local, and industry events.

Tabletop work at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Founded in 1981

Founded in 1981 with McDonald’s as its sole client, Moroch was built in partnership by Tom Moroch and Pat Kempf to serve clients and become an extension of their business, the agency said.

Today, the agency serves more than 45 brands across a diverse range of industries, including its very first client from 40 years ago, McDonald’s. Though the agency continues to adapt over the years, the company said that one thing remains the same, the overarching operating principle to “Do the right thing.”

More looks at Moroch’s new HQ

Caricature Wall at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Employees working at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

At work in Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

CEO Matt Powell’s office at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Headphoned employee at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

Screen time at Moroch’s new HQ in Dallas’ Manufacturing District. [Photo: Moroch]

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