Nissin Noodles Around, Moves From LD&P to Dentsu By Kathy Tyre

LOS ANGELES - Lord, Dentsu & Partners is no longer the top ramen with Nissin Foods. In what seems to be stirring up a sibling rivalry, the Japanese no

Dentsu executives are saying little about the move. ‘This is a corporate decision of Nissin Tokyo,’ said Akinori Nakajima, vp/business development for Lord, Dentsu/L.A., who was assigned by Dentsu/Japan. ‘We haven’t been given a reason for the switch.’
Meanwhile, Dentsu America/N.Y.’s Kiyoshi Eguchi, evp/gm and chief creative officer, said his office was asked to make a presentation to Nissin next month. He said he didn’t know the reason for the move, although it had really been Dentsu’s account in the first place. Dentsu first linked with Nissin in L.A. in the mid-’70s. After Dentsu’s merger with Young & Rubicam created DYR, Nissin moved to that shop, which later became HDM and eventually Lord, Dentsu. In the midst of all that, Dentsu reestablished a separate office in L.A.
‘We lost the account during those mergers and the buyback and we don’t know who decided the account should be taken by Lord, Dentsu,’ Eguchi said.
Nissin marketing director Michael Sakai did not return phone calls. Nissin has offices in Gardena, Calif., and Fort Lee, N.J.
Copyright Adweek L.P. (1993)