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Mad Dogs Bows in S.F.

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Mad Dogs & Englishmen opens a San Francisco of-fice today, its first foray outside New York.

Paula Beer, 29, a five-year Mad Dogs veteran and director of the New York shop's account management group for the past year, is the new office's general manager. She reports to CEO Jeff Soinski in New York.

"We've developed a competency in the new economy space," said So-inski, citing work for clients such as Razorfish, Nano and AOL/Mo-vieFone, all of which have "a West Coast presence. We also want to make ourselves more accessible to prospective new clients."

"For Mad Dogs, it's exciting to be in a location that's such a hotbed of creative energy," said Beer.

The new office is starting with the account of Metro Newspapers, a consortium of alternative newspapers in the San Francisco Bay Area, which Mad Dogs landed about a month ago. Agency executives would not comment on billings, but Beer said a B2B print campaign would de-but in first-quarter 2001.

Five other staffers will work out of the new office, including Deacon Webster, an associate creative director who worked at Mad Dogs in New York from 1996-99, when he moved to the West Coast and freelanced at various agencies. He reports to chief creative officer Nick Cohen in New York. Chief strategic officer Robin Hafitz will oversee strategic planning, for both offices, from New York.

"The idea of the [new office] is that we want to be seamless on both coasts," Cohen said. "There'll be lots of opportunities for staffers to be rotated around."

Beer will be replaced in New York by the co-account-director team of Janique Helfon and Rehana Dutta.