YPB&R Touts New Name, Business Model

LOS ANGELES Independent Yesawich Pepperdine Brown & Russell is changing its name to Ypartnership, according to Larry Tolpin, president and chief creative officer at the shop.

The move is intended to “really express an expanded roster of active partners and key executives, as well as a new agency model for how we will do business,” he said.

The Orlando, Fla.-based advertising and public relations firm is engaged in “expanded capabilities of how to reach customers,” and that the business model change includes handling agency compensation differently, he added. For example, for one undisclosed client, the compensation includes stock options. “We are receiving the same benefits as the executives of the company,” Tolpin said. “We’re true partners.”

Relatively new hires include Rick Hensler, formerly at Universal Studios, Burger King, and Anheuser-Busch, now evp, promotion marketing at the agency; Chris Davidson, formerly of Harrah’s Entertainment, now chief client officer; and Dave Pritchett, formerly of Disney and Gaylord Entertainment, assigned the duties of chief growth officer.

“Ypartnership will continue to lead the way in travel, leisure and lifestyle marketing,” said Peter Yesawich, founder and CEO. “We will also now extend our portfolio of clients beyond those categories given the breadth of experience of our new partners.”

Tolpin, Davidson and Hugh McConnell, chief financial and operating officer, join Yesawich as partners and members of the executive board.

The agency ranks among Florida’s largest. Clients include the Cancun Tourist Board, Wynn Las Vegas, Van Gogh Vodka, the North Carolina Visitors Bureau, the American Skiing Co., Fiesta Americana Hotels of Mexico and the Nassau/Paradise Island Promotions Board, among others.