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Partners Fred Bertino and Jamie Mambro will split off the Boston office of Square One to form a new agency with brand consultant Joe McCarthy, sources said last week.
The consultant’s McCarthy Group in Princeton, N.J., handles creative chores on the $15 million Samuel Adams beer account. Square One and Mc-Carthy have been quietly working together to develop ad concepts for the Boston Beer Co. brand, but could not move forward because of a potential conflict with Miller Lite, the showpiece client of Dallas-based Square One, sources said.
Bertino, Mambro and McCarthy may formally announce their new agency as soon as this week, sources said.
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