BCom3 (US)

BCom3 was the holding company created at the end of 1999 from the merger of agency networks Leo Burnett and D'Arcy, with partial funding from Japanese advertising giant Dentsu. At the time, the new group looked like an end in itself. But as it happens it was just a temporary rest-stop. Just over a year later, the group announced a $3bn takeover by French-owned Publicis. Like BCom3, the new arrangement also had the blessing (and backing) of Dentsu, and elevated the enlarged Publicis into the top four marketing groups worldwide. Click here to find out more (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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