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Ad Finito

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Some things just don't go on forever. Take the name of Seattle shop Ad Infinitum.
The agency's principals, in a move to highlight the shop's full-service capabilities, have opted for a more traditional moniker: one featuring their names. The $5.3 million shop has been rechristened Purdie Rogers.
"We felt that Ad Infinitum sounded like a creative boutique or a graphic design firm," said Andrew Rogers, who co-founded the shop with college classmate George Purdie nine years ago.
The pair (shown here) started out working on projects for clients and bigger agencies in town, but now have their own client roster comprised of local and regional healthcare, information technology and building product accounts. One of their largest accounts is Meeker Cedar Products, a Mission, British Columbia-based maker of cedar shake roof products.
Rogers, who saw his shop grow 40 percent in 1998, expects to add several new clients soon. --Angela Dawson