After a career of some 30 years as a marketing strategist and consultant in various advertising agencies, followed by editing Admap magazine for 12 years, Roderick retired to renew his interest in ancient history, in particular in trade, commerce, and consumer culture. His research has thus combined his working career with his enthusiasm for ancient history. He started by looking for evidence of brands and branding in ancient Rome, and quickly identified that the absence of manufacturer brands from ancient literature (though not from archaeological evidence) was matched by a plethora of so-called "origin" brands in the literature.
- 'What can Advertising really do for brands?' International Journal of Advertising 18 (1), 1999.
- 'Poets, Patronage and Vintages', Newcastle University Postgraduate Forum e-Journal 10, 2013.
- 'Luxury at Rome: avaritia, aemulatio and the mos maiorum', Ex Historia 6, 2014, 117-43.
Conference papers and presentations
- 'Syrian Elephants and Ancient Transport Systems', East Meets West, UCL History graduate conference, London 2009
- 'Origin brands in the Roman fine wine market: a study of cultural communication', CRASIS, Groeningen 2015
- 'Fama et Rumores and the Roman consumer', Postgraduate Ancient History conference, Durham 2016
- 'Word of Mouth and Brand Image in Ancient Rome', postgraduate work in progress presentation, UCL, London 2016