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NEW YORK-A "passionate one" and a "cold fish" have brewed up a new agency.

Industry veteran and strategic planner Brian Moore, former VP-planning and research at Ogilvy & Mather, and Holly Jaffe, former creative director for Aspen Aces & Eights, have formed Passion Fish at 295 Lafayette St., 10012. Phone: (212) 343-9393.

"Holly is the passionate one, and I'm the cold fish because my background is in numbers and research," Mr. Moore said. "We wanted to reflect the merger of those two disciplines."

The two are partners. Ms. Jaffe also is creative director.

Separately, Christopher Culver, Don Moriarty and Michael Glavin have started CMG Communications at 220 W. 19th St., 10011. Phone: (212) 605-8850.

The three are equal partners in the new marketing and media services company.

Mr. Culver headed a self-named out-of-home media group; Mr. Moriarty headed an event-concept marketing company bearing his name; and Mr. Glavin was senior VP-group account director at Korey, Kay & Partners.

Clients include Virgin Atlantic Airways, Schieffelin & Somerset Co. and Time-Warner Cable. Billings are estimated at $10 million.

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