PROMOTION—Small Ad Shop Opens, Braving Slower Market

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Despite the less-than-ideal economic climate, Swiss creative director Liliane Lerch has launched a new boutique advertising agency, Beige Communications, in Venice.

Lerch, who helped launch Daimler-Chrysler’s European Smart car in the ’90s, evolved the business from her online shop, LilianeLerch.com, which she started to handle European clients when she came to the United States in 1999.

Her new four-person agency plans to continue serving European clients doing business here, as well as U.S. firms operating in Europe.

“Even in tough economic times, there is a need for intelligent advertising to make sure that products continue to fly off the shelves,” said Lerch, the former creative director at Weber, Hodel, Schmid in Zurich.

“The really smart people are the ones that can open a business when a market is soft or not,” said Mark Bilfield, director of integrated marketing at Saatchi & Saatchi Los Angeles. “I don’t think there is ever a bad time to go into the advertising business. There are always opportunities for executives who have experience designing campaigns for major companies.”

While at Weber, Hodel, Schmid, Lerch set up the Smart Communications Factory and oversaw its team of 70 employees.

Managing director Rainer Kunst, who held the same title at Weber, Hodel, Schmid, is currently managing Beige’s New York operation by himself. Alex Kohnke, a partner at Beige, was formerly an art director for LilianeLerch.com.

“We’re experienced, accessible and small that’s how we guarantee our clients get the tailor-made solution they need without the overhead they don’t need,” said Lerch. “We also don’t go for a specific range of companies or services. We think the most important thing is that you speak the same language as your clients do.”

The agency’s clients include coffee and tea press maker Bodum International, Swiss soda company Rivella U.S.A., European office furniture manufacturer Vitra U.S.A. and Mercedes-Benz, which has tapped Beige to help it promote special products.

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