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Atlas Switzer & Partners is open for business, and wants to live up to its nickname: ASAP. "We've just designed a product that the market is asking for," said Michael Switzer, 40, who, with Jeff Atlas, 39, started the agency earlier this month.

Among San Francisco-based ASAP's innovations are plans to use e-mail and the Internet to provide clients with up to date information.

Mr. Switzer was formerly chairman of TBWA Switzer Wolfe, St. Louis, Mo.; Mr. Atlas most recently was president of Saatchi & Saatchi Advertising, San Francisco.

Initial ASAP clients include Physicians Formula, Irwindale, Calif., which markets a line of hypoallergenic cosmetics, and Oil Changer, Pleasanton, an auto quick-lube chain.

ASAP is at 80 Maiden Lane. Phone: (415) 982-8400; fax: (415) 982-2727.

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