Effler exits agency; merger with Lord Dentsu unlikely

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Donald Effler abruptly resigned as partner of Houston Effler, Boston, which has offices in New York and Venice, Calif. The agency had been negotiating with Dentsu Inc. to merge the Venice office with Lord, Dentsu & Partners, Los Angeles, as part of an ambitious plan to go after the global account of one of Dentsu's three Japanese car clients--Honda, Mazda or Toyota. But that L.A. merger now appears unlikely. Separately, Lord Dentsu Chairman Richard Lord has reduced his role with the agency but will retain his title at least through yearend.

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