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Schafer Condon Carter has formed a joint venture with Koetz Films to start a second brand called The Lumber Company.
The goal is to gain some “creative leverage,” said Tim Condon, a partner at the $50 million Chicago shop. “It’s about market segmentation.”
Partners in The Lumber Company are director Leroy Koetz, of Koetz Films, former Leo Burnett copywriter Chris Shaw and Second City alumnus Rich Talarico have already completed a commercial for a Boston-area seafood chain that employs all of their talents.
The company’s goal is to get broadcast projects from clients that may not consider Schafer Condon Carter.
“Schafer Condon Carter holds a position in the market—food service, business-to-business.
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