Publicis Aspires to Become No. 4 in Japan

Behind a smoke screen of public statements that it wants to buy one of Japan’s smaller agencies, Publicis is setting its sights much higher.

Publicis’ goal is to acquire a significant equity share of Japan’s fourth-ranked Tokyu Agency, the country’s largest shop with no international linkages, sources said. Tokyu billed a reported $1.6 billion in 2000 and is part of the Tokyu Group, a retail-, transport- and leisure-industry conglomerate that provides much of the agency’s business.

“Except for [McCann-Erickson], no Western agency is strong in Japan,” said Maurice Lévy, Publicis CEO.