Publicis and Dentsu Cosy-Up in France, Germany

20 February 2006

Publicis Groupe and Dentsu, respectively the world's fourth and fifth largest agency holding companies, last week strengthened their existing ties with an agreement for closer collaboration between their French and German subsidiaries.

The Japanese group already holds a 16% stake in Paris-headquartered Publicis, a legacy of the latter's acquisition of Bcom3 in 2002. Since when the two agency giants have forged increasingly closer ties, the latest fruit of which is last week's agreement.

In France, Dentsu will work closely with Publicis Régions network member Paname; while in Germany Dentsu's existing German subsidiaries, among them Cayenne Werbeagentur; will work alongside the French group's BMZ+more.

The links will be managerial rather than an exchange of stock, enabling both groups to strengthen the services they provide to existing Japanese clients.

The extended alliance was announced at last week's Dentsu Publicis Alliance Day - an event held at Dentsu's Tokyo headquarters.

In his keynote address, Publicis chairman/ceo Maurice Lévy reiterated his determination to promote "cooperation between Publicis Groupe and Dentsu encompassing a broad array of regions, clients and services."

Data sourced from Media Week (UK); additional content by WARC staff