Dentsu USA Aligns L.A. Shops

Dentsu USA, the holding company for Japanese agency Dentsu’s U.S. operations, has aligned two of its Los Angeles-based shops.
Hajjar and Partners, formerly a division of DCA Advertising, has become an operationally independent unit of Colby Effler & Partners of Santa Monica, Calif. Dentsu is the majority owner of all three agencies.
Norman Hajjar, president of Hajjar and Partners, declined to be a part of the new arrangement and has left the shop, according to Don Effler, chairman of Colby Effler and vice chairman of Dentsu USA. Hajjar did not return calls last week.
Hajjar’s remaining management team, including account services director Jim Sieminski, media director Scott Daly and creative director Mark Patton, will report to Effler. Hajjar’s largest client, Canon Computer Systems, will remain with the agency, along with the shop’s
other accounts.
Dentsu set up Hajjar’s agency several years ago to handle the Costa Mesa, Calif.-based computer systems division of New York-based Canon. Canon is the largest client of DCA’s New
York office.
“We’ve got some great talent at Colby Effler that can be applied eventually against the Canon business and Canon Computer Systems,” Effler said. However, Hajjar and Partners, which is likely to be renamed, will remain independent.
“They’ve built their own culture,” Effler said. “Canon likes the operation as it is, and the company has a specialty in the new media arena.”
–with Teresa Buyikian