PUBLICIS AND BCOM3 TO MERGE
By Adnews Staff
Paris-based Publicis Groupe SA is acquiring Chicago-based Bcom3 in a $3 billion stock and securities deal that will create the fourth largest communications group in the world. The acquisition is expected to be complete by June 30. Publicis' agencies include Saatchi & Saatchi, Fallon and the Zenith Optimedia group, which its owns with Cordiant Communications Group. Bcom3's agencies include Leo Burnett, D'Arcy Masius Benton & Bowles, Manning Selvage & Lee, Bartle Bogel Hegarty and the Starcom MediaVest Group. The merged company will be led by Maurice Levy, chief executive officer of Publicis. Bcom3's chairman and CEO, Roger Haupt, will become president and CEO of Publicis. Also, a strategic partnership has been formed between Publicis and Dentsu, which holds a 21% interest in Bcom3. Following the merger Dentsu will hold a 15% interest in the new Publicis. The relationship that existed between Dentsu and Bcom3 will continue between Dentsu and the new Publicis, in that Dentsu's clients will receive service from Publicis' international agencies, while Publicis' clients will receive service from Dentsu in Japan.