Orange County Ad Agency, N.Y. Firm to Merge

Cochrane Chase, Livingston & Co., one of Orange County’s best-known advertising agencies, said Thursday that it has merged into the West Coast offices of AC&R;/DHB & Bess, a New York agency.

The combined operation will have its headquarters in Los Angeles and will have billings in excess of $100 million, according to Patrick H. King, the AC&R; executive named chairman of the combined operation, which will be called AC&R;/CCL.

Cochrane Chase, 56, a founder of the Orange County firm, said he will retire at the end of the year but will remain a consultant to the merged firm.

No Layoffs Planned

The Cochrane Chase firm employs a total of 100 workers at its Irvine headquarters and at its Los Angeles office. Its Los Angeles office will be closed, but President Lynn Livingston said there would be no layoffs at either agency.

Cochrane Chase and AC&R; both are owned by London-based Saatchi & Saatchi, which controls other agencies in Southern California.

King said the merger will strengthen the positions of both agencies, without creating conflict.

Cochrane Chase’s clients include PacifiCare, a health maintenance organization, and Pirelli Tire.

Stronger Position

AC&R;’s most prominent Western accounts include the dealer association for General Motors’ Cadillac division and Brown Jordan Furniture.

Executives at other ad agencies said it is doubtful that the merger will send clients shopping for a new agency.

“If anything, this will strengthen their position,” said Scott Montgomery, vice president of Salvati Montgomery Sakoda, an agency in Santa Ana.