Publicis Restructures Japanese Operations, Merges With Beacon, Spins Off MS&L

In a series of related moves, Publicis Groupe Wednesday said it has restructured its operations in Japan, the world's second-largest advertising market after the United States. Publicis Japan has consolidated most of its operations into Beacon Communications KK, a joint venture with strategic partner Dentsu. The move enables Publicis Japan clients to utilize the resources of Beacon, one of Japan's top 10 shops.

MS&L Japan, a public relations agency that has operated as a division of Publicis Japan, will become a separate entity effective in January.

As part of the reorganization, Publicis' Fallon Tokyo unit will assume responsibility for L'Oreal's account in Japan. L'Oreal had been serviced by Publicis Japan, but the shift was made to give the account more "creative firepower" in the market.

Publicis' media operations were not directly impacted by the realignment.



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