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It may seem a dicey time for a new ad agency to set sail, but Liliane Lerch isn’t worried.
The Swiss creative director, who helped launch DaimlerChry sler’s Smart car in Europe in the late ’90s, is opening a creative boutique, Beige Communications, in Venice, Calif., and New York.
“Good advertising is always needed,” Lerch said. “We have a big thing going for us—we’re very small, but we have the experience of the big [agencies].” She also cited accessibility and lower costs as advantages for the agency.
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