Yaffe & Co. Breaks It Down

Yaffe & Co. has re or ganized into independent operating units under the new collective heading of The Yaffe Group.

Yaffe & Co. now be comes a part of The Yaffe Group, based in Southfield, Mich., along with new divisions Yaffe/Deutser, Yaffe Direct, The Legacy Brand Center and Barrelhouse Creative, said Michael Morin, evp of The Yaffe Group. Each unit will have separate financial accountability.

The process of separating the groups began about a year ago, but took its final form only recently, Morin said. Claiming $65 million in billings, Yaffe & Co. will continue to offer traditional ad agency services, and Fred Yaffe remains as its president. He also becomes chairman and CEO of The Yaffe Group. John Cassidy is evp and chief financial officer of the group.

“The environment is changing, the market is changing. There is so much consolidation,” Morin said. “An agency of our size has to figure out ways to expand business, and we have to come up with innovative things that will help clients market their businesses better. That’s what we’re trying to do. We’re trying to change our business, to be more than just an ad agency.”

Giving the units their own identities will make them more ap-proachable and user-friendly for potential clients who need only one or two types of services, not a full-service agency, Morin said.

Yaffe/Deutser in Houston was originally a field office for Yaffe & Co., servicing the agency’s Star Furniture account. The office has recently won several pieces of new business, in cluding Memorial Hermann Healthcare and Texas Southern University. Brad Deutser is now president of Y/D.

Yaffe & Co. will maintain its field offices in Phoenix and Youngstown, Ohio.

The agency’s former customer relationship management group has become specialized unit Yaffe Direct, focusing on database marketing and direct-mail programs. Janet James, the shop’s former CRM director, will lead the unit.

The Legacy Brand Group, led by Todd Gentzel, is a consultancy focusing on brand strategy. Barrelhouse Creative, headed by Mike McClure, is a creative arm concentrating on small projects.