Bcom3 Bulks Up Down Under

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CHICAGO-Bcom3 Group is merging its Australian media operations under the Starcom banner as it seeks a stronger foothold in a media market where it has struggled.

Starcom in Australia has been combined with Dentsu properties AIS Media and Total Media and Fusion Strategy. The new unit will have billings of more than $450 million, with offices in six cities.

Bringing the units together is seen as an important step in expanding Starcom’s global presence, said Kevin Malloy, SMG’s CEO of international operations.

“Starcom had a good reputation in strategic planning, but it didn’t have the clout,” he said.





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