B Com3: The missing piece in Dentsu's global puzzle

Chura, Hillary; Cuneo., Alice Z.
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p16
Trade Publication
This article focuses on the decision of Japanese agency Dentsu Inc. to integrate its seven U.S. shops into B Com3 Group Inc., the holding company in Chicago, Illinois it believes will enable Dentsu to triple billings outside Japan by the end of 2000. The deal gave Dentsu a 20 percent stake in B Com3, the merger of Leo Group and MacManus Group. Dentsu, the world's number one agency brand with 1998 gross income of 1.8 billion U.S. dollars and control of 25 percent of the Japanese market, has plan to increase billings outside Japan to 23 percent by the end of 2000 and to 30 percent by the end of 2005. Prior to linking with B Com3, Dentsu had 104 offices in 28 countries, including DY&R, an Asian joint venture with Young & Rubicam (Y&R) Inc., in which its investment was decreased outside Japan and the U.S. from one half to one third as Y&R sought to increase its stake. It is unclear how those seven shops would be folded into B Com3 but presumably they would be organized based on their specialties. B Com3 has not said if it will purchase stock in Dentsu when the Japanese company goes public in 2001 nor has it disclosed what portion of the company is owned by officers of MacManus and Leo Group.


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