DENTSU AND PUBLICIS FORM SPORTS MARKETING COMPANY
By Adnews Staff
Tokyo-based Dentsu and Paris-based Publicis Groupe have created a new international sports marketing company. Called iSe, which stands for International Sports and Entertainment, the international firm will go into operation next month. The intention is to combine Dentsu's sports marketing experience with Publicis' presence in Europe and the Americas. ISe will be based in Switzerland and capitalized at 10 million euros. Dentsu and Publicis will each own 45% of the company. The remaining 10% will be held by New York-based Sports Mondial. ISe is the first joint venture between Dentsu and Publicis since the latter's acquisition of Bcom3 earlier this year. At the time Dentsu held a 21% interest in Bcom3.
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