MCCARTHY MAMBRO OPENS WEST COAST OUTPOST

Office to Handle $35 Million Infogrames Account

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BOSTON (AdAge.com) -- Two-year-old Boston hot shop McCarthy Mambro Bertino Advertising has expanded to the West Coast, opening a four-person office in Marina del Rey, Calif.

The agency said its initial focus will be on Infogrames and the video-game software marketer's $35 million account that McCarthy Mambro won in April, but it plans to expand organically.

Video-game veterans
The West coast outpost is being run by two video-games veterans from Omnicom Group's TBWA/Chiat/Day, Los Angeles: John McGonigle, now general manager, and Ivan Wicksteed, director of strategic planning, a post he held at TBWA/Chiat/Day. Mr. McGonigle was a group account director on Sony Computer Entertainment's PlayStation at TBWA/Chiat/Day.

The Boston shop is the

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latest to try its hand at moving into the difficult West Coast marketplace. Richmond, Va.-based Martin Agency, part of Interpublic Group of Cos., for example, closed two separate operations on the West Coast, one in San Francisco and before that one in Los Angeles. Havas' Arnold Worldwide, based in Boston, pulled out of San Francisco after the dot-com bust.

MDC Communications Corp.-backed Crispin Porter Bogusky, Miami, meanwhile, has been struggling with its Los Angeles office, although agency executives said they expect the shop to pick up some new accounts soon.

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Alice Z. Cuneo and Rich Thomaselli contributed to this report.

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