L.A. Agency Amoeba Debuts

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Len Fink, the veteran ad creative who brought entertainment and advertising together a decade ago as one of the architects behind Creative Artists Agency’s ad campaigns for Coca-Cola, has launched a new agency called Amoeba. The shop’s first client is Z.com, an entertainment Web site.

TBWA\Chiat\Day, Playa del Rey, Calif., will handle media planning and buying for the site, which is expected to spend at least $10 million when it debuts its first consumer campaign in early 2001.

Like the shape-changing protoplasm from which it takes its name, Amoeba is designed to be fluid in nature, explained the multidimensional Fink, who also has a background in mathematics and physics.



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