BBDO forms interactive alliance

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BBDO West has formed a strategic alliance with Maximum Information, a San Francisco developer and publisher of Web application development and management tools. MaxInfo has a proprietary product called WebC, which allows developers to create interactive applications that run on standard Web servers and browsers.

"We are committed to bringing the power of new media to our clients' brands," said David Lubars, president-executive creative director, BBDO West, which has offices in San Francisco and Los Angeles. Rick Markovitz, senior VP-interactive, and Barry Cox, VP-director of information systems, will work with MaxInfo.

"We have been talking with them about [Internet expansion] a lot and pushing them to gain greater and greater expertise in that area," said Allen Olivo, director of worldwide advertising for Apple Computer, BBDO West's biggest client.

The BBDO West linkup could represent a change of heart for BBDO Worldwide, which has never set up an interactive unit.

"We will not overinvest in things we don't know our clients will want or need," agency CEO Allen Rosenshine told Advertising Age earlier this year. BBDO West executives didn't return calls for comment.

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