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April 6, 1988


By CBR Staff Writer

The practice of naming agencies after the principals or founders make the advertising business very confusing, witness the upshot of IBM’s terse note to its US agency Lord, Geller, Federico, Einstein (CI No 900): the upshot is that IBM is leaving part of its business with Lord, Geller, where the account made up about half the agency’s $250m billings last year, but part is going with the defectors who left to establish their own agency, and confusingly chose to call it Lord, Einstein & Partners.

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