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DIVORCED!: Atlas Splits From Partners Citron, Haligman and Bedecarre By Shelly Garci

Jeff Atlas, a founding partner of Atlas Citron Haligman & Bedecarre, left the agency suddenly last week taking with him a web of

The move, which surprised the tight-knit S.F. ad community, came with such alacrity that by the time it was officially announced, the remaining principals had already redone the agency stationery to reflect the new name, Citron Haligman Bedecarre.
Atlas, 36, said that he planned to pursue opportunities outside advertising. Neither he, nor his former co-partners, president Kirk Citron, a copywriter; creative director Matt Haligman, an art director; and account supervisor Tom Bedecarre, who assumes Atlas’ former role as chairman, would offer details on the reasons for the split. Atlas said only that, ‘I wanted to look for some new challenges.’
The breakup comes at a critical time for the agency, which is a contender in at least three reviews currently in progress and has just launched its first campaign for Avia, an account it won in a hotly contested review that included Goodby, Berlin & Silverstein/S.F. and Carmichael Lynch/Minneapolis last fall.
But if Atlas helped the $25-million agency get off the ground, he has been less evident in its more recent successes. ‘With the rare exception of the early conversations when we were considering dancing before we got engaged, my primary dealings have been with Kirk Citron and Matt Haligman and Tom Bedecarre,’ said Ron Lorentzen, marketing director at KPIX Channel 5 in San Francisco.
At Avia, marketing communications manager Dave Maddocks said, ‘Our relationship with the agency is very good. The work is very good, on target. If they can continue to do that, our relationship will continue.’
Copyright Adweek L.P. (1993)