Casey Burnett, managing partner at advertising search consultancy Roth Observatory, is leaving to start his own firm.
The firm, called The Burnett Collective, will focus on "optimizing the client-agency relationship to accelerate growth, foster innovation and drive the value of marketing investment," according to a release announcing the launch.
"Consulting in this space hasn't changed much in the last 15 years. But clients have," Mr. Burnett wrote in a statement. "If in 12 months, we are known solely as a search consultancy, we haven't succeeded in our aspirations. Search is an important practice area, but not the cornerstone of our firm."
Specifically, the firm will offer services in operation enhancement, resource alignment, internal alignment, agency compensation and analytics strategy.
Mr. Burnett said he's hiring additional executives in the coming months.
Mr. Burnett has worked at Roth for more than a decade. During that time, he has supported many of the firm's largest reviews and strategy assignments for clients, including Honda, New York Life, Citi and Infiniti, among others. Prior to joining Roth, he was a D.C. lobbyist for the Grocery Manufacturers Assocation of America.