Bcom3 Merges Shops in Japan

Sources: P&G Prodding May Have Spurred Formation of Beacon
CHICAGO–Bcom3’s merger of D’Arcy Masius Benton & Bowles and Leo Burnett in Japan to form a single agency, Beacon, was at least partly spurred by Procter & Gamble, sources said.
Following the formation of Bcom3 last fall, Robert MacDonald, P&G’s general manager for Japan, challenged the Chicago holding company to show how its agencies could provide a more seamless integration of services, according to sources.
As part of the deal forming Beacon, Bcom3 stakeholder Dentsu is expected to transfer all duties other than media buying and tactical planning on its P&G business to Beacon.