Though Ken Yagoda formally left his staff position as managing partner/director of broadcast production and creative resources at Young & Rubicam, New York, earlier this week, plans call for him to continue to work for the agency on select assignments. The highest profile of these projects will be the fourth annual “Dreams” program, which again teams Y&R with Sony Electronics’ Broadcast and Production Systems Division.
“Dreams” turns noted spot directors loose to reflect their creative vision in shorts lensed with Sony 24p HD cameras. Yagoda has been the point person on “Dreams” since its inaugural year of 2002.
Rich Rosenthal assumes the Y&R, New York, director of broadcast production mantle from Yagoda. Rosenthal formerly served as associate director of broadcast production. Yagoda described Rosenthal as a “tremendous producer” and a worthy successor. “My intent for the past couple of years has been to pass the torch [as head of production] to Rich,” related Yagoda. “He’s taking over a great department.”
Yagoda said he decided to step down from his position. But there have also been reports of recent layoffs at Y&R in light of declining revenues. Yagoda has had three tours of staff duty at Y&R, totaling 23 years. His just concluded Y&R tenure lasted 17 years. Yagoda said that Y&R has been “a great place for me,” representing “a highlight of my professional life.”
In addition to “Dreams,” Yagoda said he will likely take on other Y&R assignments. He hopes some of these jobs will entail him working again with Y&R chairman/CEO/worldwide creative director Michael Patti.
Beyond his continued involvement with Y&R, Yagoda is considering other prospects, noting that several interesting opportunities have started to surface. He added that the “Dreams” experience over the years has piqued his interest in longer form fare.
Meanwhile, there’s been a change in the ’05 “Dreams” directorial lineup. Due to a conflict in his schedule, director Fredrik Bond of bicoastal/international MJZ–who was recently named a DGA nominee for best commercial director of ’04 (see story, p. 1)–had to pull out of “Dreams.” Bond’s slot has been filled by director Jesse Dylan of Los Angeles-headquartered Form.
Dylan has already wrapped his “Dreams” short. He rounds out an ’05 coterie of “Dreams” directors that consists of: Samuel Bayer of bicoastal RSA USA, James Gartner of Santa Monica-based GARTNER, Alison Maclean of Park Pictures, New York, Doug Nichol of bicoastal/international Partizan, Hank Perlman of bicoastal/international Hungry Man, Jeffery Plansker of Supply & Demand, New York, Baker Smith of Santa Monica-based harvest, Charles Stone III of Brown Bag Films, New York, and the StyleWar collective, represented by bicoastal Smuggler.
This marks the first time that Yagoda has opted for a “Dreams” theme that wasn’t a state of mind. He selected “Flight” because it had “more kinetic energy than our previous themes.” Yagoda said that this new thematic direction has provided a creatively inspiring change of pace as reflected in the shorts completed thus far.
The ’05 series of “Dreams” shorts is slated to debut in March at the Ziegfeld Theater, New York.