BACK IN THE AD GAME






When he retired from the Los Angeles office of N.W. Ayer & Partners last year, Dick Fried said he would stay retired until he became bored.





Well, he has put away his golf clubs and he is ready to get back into advertising–this time as a consultant.





Fried (pronounced ‘Freed’) has formed Ad/Alliances, a management consultancy specializing in client/agency relations, agency selection and review management in Encino, Calif.





He will try to work as a sort of marriage counselor between clients and agencies, Fried said. ‘If the relationship doesn’t work, then I will help the client find a new agency,’ he noted.





Fried co-founded and served as president of GBF/Ayer, which briefly became the Los Angeles office of N.W. Ayer & Partners last year, before it was closed.





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West