Buddy System: Ideate, Extricon

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Two small agencies, Ideate and Extricon, have fashioned a joint venture designed to make the most of the former’s traditional creative offerings and the latter’s technical know-how.

The new entity, named i.e. partners, will offer an integrated set of services and allow the shops to pitch new business as a team to potential clients.

“What we’re trying to create is a very efficient organization that holds onto the creative qualities we’ve always had,” said Rick Colson, president of Watertown, Mass.-based

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