Bcom3 Group, the Chicago-headquartered parent of Leo Burnett and D'Arcy Masius Benton & Bowles, is weighing the possibility of launching a third global agency network.
According to vice-chairman Reiner Erfert, the third string to Bcom3’s bow is likely to comprise second shops already owned by Burnett, D’Arcy and Japanese network Dentsu (a 20% shareholder in Bcom3).
Among the possible brand names for the mooted network is Avenue Advertising, already registered in Mexico and Germany to circumlocute client conflicts. But, insists Erfert, there's no time schedule and details have yet to be agreed.
News source: Advertising Age - Daily Deadline