Chicago-based B Com3 is merging two of its Japanese agency businesses, Leo Burnett and D'Arcy Masius Benton & Bowles. The combined operation will rebrand as Beacon with some $430 million in billings and 300 employees. Shared clients include Kellogg, Polaroid and Procter & Gamble.

Japanese global network Dentsu, headquarted in Tokyo, will take a “significant” equity stake in Beacon. It already has a 20% holding in B Com3, and will support the joint venture both with staff and business.

Phil Rubel, 42, D'Arcy’s Tokyo president, is appointed president and representative director of Beacon, while Phil Fiebig, 50, president of Burnett Tokyo will assist in the transition before relocating to another B Com3 shop by the year end.

News source: New York Times