L.A. AD AGENCIES MERGE ASHER/GAL&PARTNERS TO BE SECOND-LARGEST INDEPENDENT.

Byline: Jesse Hiestand Staff Writer

Two of Los Angeles' leading independent advertising agencies announced Monday that they are merging to combine their respective media and creative expertise.

Asher&Partners and Italia/Gal will become Asher/Gal&Partners, making it the second-largest independent ad agency in the West, with a combined billing of well over $100 million a year, company officials said.

``This gives us the creative marketing and media prowess that will make the rest of California look out for us,'' said Hal Asher, who founded his agency in 1960.

The new company will compete against the area's leading independently owned agency, Rubin Postaer in Santa Monica.

Each of the merging companies earned a reputation for enabling smaller brands to successfully compete against more established products, company officials said.

Management said it was pure coincidence that the two companies both had offices in the 5900 block of Wilshire Boulevard. No cuts are planned for the combined staff of about 100 employees. In fact, more people could be hired on in coming months as more accounts are added.

The new company already holds accounts with Whole Foods Market, Enterprise Rent-a-Car, Shakey's Pizza, the California Children and Families Commission, Geffen Playhouse and the County of Los Angeles Anti-Smoking Campaign.

Other clients include a number of Internet firms, including Fasturn.com, PayMyBills.com and Onradio.Com. Asher&Partner's Internet group and the creative leadership of Bruce Dundore were two reasons that Kenneth Gal said he pursued the merger.

``Bruce takes it to a new level,'' said Gal, the new president and chief executive officer. ``The creative depth of the new entity is extraordinary and the potential for world-class work is clear.''

Hal Asher becomes chairman of the new company, with the partners being Darryl Asher, Dundore, Leah Mitchell, Barry Schoenfeld and Christine Steele.

While negotiations on the merger started in September, Dundore and Gal first worked together about 12 years ago on a Taco Bell campaign, Dundore said.