By Teresa Buyikian
LOS ANGELES–Entertainment agency Friedland Jacobs has hired consumer advertising veteran Pat Rogge as executive vice president in an effort to broaden its capabilities in the consumer products arena.
The former president and chief operating officer of Rogge Effler & Partners in Santa Monica, Calif., Rogge left that agency in March as part of a restructuring plan.
Rogge explained that he joined Burbank, Calif.-based Friedland Jacobs to stay in the entrepreneurial agency world, take advantage of Los Angeles’ entertainment business focus and work at an agency outstanding in the entertainment field. ‘Friedland Jacobs is a perfect fit,’ Rogge said.
In addition to continuing the agency’s focus on advertising and promotional work for TV stations, the shop intends to pursue home video and motion picture accounts as well as consumer product and service business, said president and chief executive officer Scott Friedland.
‘We’re going to apply the entertainment qualities of the agency to consumer home products and services,’ Friedland said.
Rogge will also lead the media department and he plans to integrate creative and media operations, he said. The shop has an alliance with media agency Media Partners in New York and handles planning in-house.
The agency intends to keep its current name; Ray Jacobs serves as the agency’s executive vice president and creative director.
The shop plans to hire two senior-level executives, one with a traditional agency background and another with entertainment experience, to report to Rogge, Friedland said.
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