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(June 7, 2001) -- Dentsu's Los Angeles shop, Colby Effler & Partners, is dropping the Effler part of its name. The new name will be Colby & Partners.

The shop evolved into Colby Effler in 1997 when Rick Colby, who was previously the creative director at another independent Southern California shop, joined what was then called Rogge Effler & Partners. Mr. Colby, the agency's president, said Don Effler "hasn't been involved for years" in the agency's business. Mr. Effler currently is chairman of Dentsu Business Development Group, New York.

Mr. Colby said the change is not indicative of any pending sale or change in status of the shop, which is a fully owned unit of Dentsu Corp. of America. "It doesn't mean anything," Mr. Colby said.

Clients include Suzuki cars, motorcycles and all-terrain vehicles, Wherehouse Music, Paramount Domestic Television, California Avocados, Bally Total Fitness and others. Billings were reported as $125 million. The shop has about 75 employees. -- Alice Z. Cuneo

Copyright June 2001, Crain Communications Inc.

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