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Three ad veterans—a recruiter, a creative and a CEO—have started Catalyst, an agency that will mainly use freelancers and work only on a project basis.

Dale Cunningham, 58, former head of executive search firm Dale Cunningham Agency in New York, James Fee ney, 63, who had been principal of consultancy Feeney Group in Ches ter, Conn., and Jim Parry, 58, a freelancer and founder of ad agency James Parry Inc. in New York, opened the agency this month.

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