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Published on .

Wells, Rich, Greene is open for business this week in April 1966. The new agency set up shop in the Hotel Gotham, hours after Mary Wells, Richard Rich and Stewart Greene resigned from Interpublic Group unit Jack Tinker & Partners.

Braniff International Airways announced it would follow Ms. Wells and her partners out of the Tinker operation. Ms. Wells, president of the shop, said it will go after package goods-soft drinks, household products, cigarettes, drugs-"that are declining, products where there is no important difference between brands, and new products that have a great story to tell.

"The reputation we will seek is that of providing the best TV creative service in the business."

Ms. Wells' greatest claim to fame while at Tinker was the rejuvenated look she

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