TBWA\C\D, OMD Interactive Alum Launches Consultancy

NEW YORK Joseph Jaffe, the former interactive media director at TBWA\Chiat\Day and OMD Interactive, has started a consultancy that will help marketers reach, connect and build relationships with their prospects, customers and loyalists.

Called jaffe LLC, the Westport, Conn.-based company will offer strategic and creative services, agency-relations consulting and training, and custom keynote presentations and publishing.

Jaffe has acted in this capacity since he left OMD Interactive in June 2002, working with clients like Microsoft’s MSN, CNET Networks, Google, Reuters, iMedia Communications and the Online Publishers Association, among others.

“This is the final recognition of ‘This is what I do.’ This is my business now. This is my career,” said Jaffe, who started at Omnicom Group’s TBWA\C\D in New York in January 2001 and shifted over to sibling OMD in spring 2002.

“There can’t be a better time to be in the media business than right now,” said Jaffe, who started his career in 1997 at WPP Group’s Ogilvy & Mather in New York as an account executive on IBM. “It’s completely in flux. The rate of change and the dynamism and the risk and reward are both commiserate and proportional to one another.”

Jaffe said he aims to “reduce the complex to the simple [and] evolve the conceptual to the actionable. … The goal isn’t just to talk about something conceptually, it’s the ability to be relevant and also be right.”

In a statement, MSN chief media revenue officer Joanne Bradford said “in an industry too often shrouded in foggy concepts and ideas, [Jaffe] has a perspective that shines light on problems and provides actionable solutions.”

From 1999-2001, Jaffe was president of Forward Slash Internet, where he developed a process for online trafficking, scheduling, post-implementation follow-up, monitoring, optimizing and analysis. Before that, he spent about a year at Publicis Groupe’s D’Arcy, Masius, Benton & Bowles in New York as an account director on Ernst & Young and planning director on Procter & Gamble.