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Initiative Wins $2 Mil. Law Office Media Account

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With the former Asher/Gal & Partners in what seems to be an identity crisis, the law office of Larry H. Parker has pulled its $2 million creative and media account from the shop and reassigned the latter to Initiative Media.

Initiative was selected following a review of Los Angeles-area shops. Dick Fried, president of Ad/Alliances in Encino, Calif., led the review. Asher, now called G/F/D/M (see page 10), did not defend.

Ron Beck, partner at the Long Beach, Calif., firm, admitted the move was precipitated by changes at its former agency, including the departure of chairman Hal Asher. Beck called Initiative "a very impressive outfit with tremendous clout."

The law firm may handle some creative in-house for the time being, Beck said.