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By Hank Kim
NEW YORK–Alvin Chereskin, who ‘retired’ in 1994, won the advertising account of Casio Inc. last week under the auspices of a marketing and advertising consultancy called Fresh Carats.
Chereskin, the former AC&R Advertising chief executive best known for his creative work for Estee Lauder, came out of retirement to partner with cosmetics professional Joan Evans and create the New York-based Fresh Carats.
The outfit works for such clients as Annick Goutal fragrances, Elizabeth Arden and Hearst.
‘I came out of retirement (in late 1995) because I missed solving problems (Casio) is looking for fresh ideas,’ said Chereskin.
Fresh Carats will handle creative as well as media planning and buying for the Dover, N.J.-based
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