DENTSU ENTERS INTO ALLIANCE WITH FRENCH AD AGENCY
By Adnews Staff
On the heels of Dentsu USA Inc. taking over full ownership of Dentsu-
Cadence Canada of Toronto, Dentsu Inc. of Tokyo, Japan has announced it has entered into a capital participation agreement with 154 s.a. (Cent Cinquante Quatre s.a.), a French advertising firm headquarted in Paris. According to the agency, Dentsu's investement, an equity share of 34 percent, is in line with the agency's strategy of expanding into Europe. Currently Dentsu has a European network in Great Britain, Germany, Belgium, Italy, Spain, Ireland and Turkey. Yesterday's move allows the agency to expand its network into French markets. Financial details of the deal were not disclosed.
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