Publicis, Dentsu Expand Collaboration
Feb 16, 2006, 8:15 AM
Advertising juggernauts Publicis Groupe and Dentsu Inc. Thursday announced plans to expand their collaboration into two key European markets: Publicis' home base of France; and Germany. The companies said Dentsu would begin working with Paname, a unit of the Publicis Regions network. In Germany, Dentsu will team up with BMZ+more GmbH.G. Describing the move as a "business tie-up," the companies said it would lead to a "close collaboration at management level rather than an exchange of equity." Publicis and Dentsu have had a close working relationship ever since Dentsu helped back Publicis' acquisition of the Bcom3 Group, a deal that gave it control over ZenithOptimedia Group, Saatchi and other agencies. Publicis also owns Starcom MediaVest Group, Leo Burnett, Fallon and other ad agencies.