Bcom3 Merges Shops in Japan

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Sources: P&G Prodding Helped Spark Beacon’s Formation
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 Bcom3’s formation 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...

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