Colby Is Renamed DentsuNext

LOS ANGELES Following the March departure of principal and founder Rick Colby, Dentsu Holdings USA said that it has renamed the former Colby & Partners’ Orange County office DentsuNext.

DentsuNext is the largest Dentsu shop in North America, with billings of $200 million, according to the holding company. The Brea, Calif., agency handles Suzuki’s automotive, motorcycle and ATV business and Sharp Electronics, among other accounts. Paul Katzka, former president of Colby in Orange County, has been named president of DentsuNext.

Katzka was unavailable for comment. He said in a statement that the agency was “committed to providing the next generation of integrated services and resources to our current and future clients.”

The Santa Monica, Calif., and New York offices of the former Colby were renamed Dentsu America in May 2006. The status of Colby’s former clients, which include Bandai America, The Beverly Center and Sage Software, is undetermined.

One of the agency’s original clients, the California Avocado Commission, Irvine, Calif., will soon announce that it has left Colby for DGWB Advertising, Santa Ana, Calif., the client confirmed. Sutter Home Winery, St. Helena, Calif., is among the clients that have remained at the Santa Monica shop, according to the company.

The California Avocado Commission spent $5 million on advertising in 2006, per Nielsen Monitor-Plus. DentsuNext’s largest client, Suzuki, spent $130 million advertising in 2006, per Nielsen.