In a statement, Endeavor’s partners praised Yaffe’s “incredible background,” adding that his mandate is “creating relationships between Global 1,000 companies, Madison Avenue and the entertainment industry.”
Yaffe has spent years serving as a consultant to media and tech businesses such as ABC Entertainment, Disney, MTV, Universal and Apple Computer, as well as consumer brands like Absolut Vodka, BMW and Joe Boxer. He will now head a team of agents and marketing specialists that includes Erik and Mark Stroman, who joined the agency a year ago, as well as Endeavor TV business affairs topper Rick Olshansky and Endeavor senior agent Lon Rosen, who’ll add marketing responsibilities to his schedule as well.
Endeavor founded its strategic marketing group in July 2000 with former Fox and Universal Studios marketing topper David Weitzner, who’ll now serve as a consultant to the shop.
“Endeavor initially created the typical agency marketing department,” said Yaffe, distancing his new department from that of Weitzner’s. When the group was first formed, he said, it consisted of staff members who were “doing double duty as both agent and marketing specialist.”
Yaffe pointed to recent integrated marketing deals with UPN — orchestrated by the Stromans with McDonald’s, Duracell and State Farm, as well as upcoming efforts with Hallmark Entertainment — as examples of the kinds of deals EMS will seek to replicate.
“Our primary goal is to take Hallmark characters that have ‘lived’ in a 2-D world and (trans)port them into 3-D,” said Yaffe.
In addition to original programming, he said, the department is putting together “integrated marketing solutions at the point of sale.”