NEW YORK Ogilvy & Mather co-director of production Texas East has left the agency after 15 years to start a consultancy, he said at the Clio Festival in Miami on Monday. He resigned from the New York shop last week.
Lynn Roer, who has shared the co-director title with East since 1995, becomes head of production at the New York shop, an agency representative confirmed.
East is starting the East & Landgraf consultancy with two partners: Shelly Landgraf, who works with Kraft Foods through her consultancy SL Consulting in Chicago, and Larry Smith, a procurement specialist who had been vice president of marketing at SL Consulting. Both Smith and Landgraf will be based in Chicago. East will remain based in New York.
The consultancy, which as of yet has no clients, will work with advertisers or agencies to analyze purchasing production plans in the face of the changing advertising model, East said.
"My goal is to, at the base level, provide sound purchasing advice on traditional broadcast advertising," East said. "More importantly, I believe, we will help develop the behavior and the systems that will allow us to move into the new content area, when we have to produce work that is cheaper, faster, more flexible and perhaps less precious."
"We are ready to propose some large culture changes that we think will be very cost effective for advertisers," Landgraf said, declining to go into specifics. "This isn't your mother's cost consultant."