Rob Woodrooffe founded Interwood in Canada in 1974. He pioneered a marketing concept called “Power Branding” that used direct response television commercials to create substantial consumer product awareness and drive sales through multiple channels of distribution, including retail. Woodrooffe took this successful marketing strategy and launched in the United States in 1983, across Europe in 1987, and through the rest of the world in the early 1990s. By 2000, Interwood had relationships in 115 countries. Woodrooffe was honored as Marketer of the Year in 1994 by the Canadian Marketing Association and received the Lifetime Achievement Award from the Electronic Retailing Association in 2007.