FCB/BOZELL MERGER NOW INCLUDING TORONTO OFFICES
By Adnews Staff
True North Communications of Chicago has announced that the merger of its two advertising agency networks, Bozell Worldwide and FCB will now include Canada. Reports earlier this month stated that the merger would not include the Toronto offices because of client conflicts with Bozell handling advertising for Labatt's Budweiser, Bud Light and Carlsberg brands and Harrod & Mirlin/FCB handling advertising for Coors Canada. According to a statement from True North, "Other issues have arisen which make staying separate in Canada no longer a viable option." The combined agency, which will become the number five global brand as well as the largest agency in the United States, according to True North, will operate under the FCB Worldwide banner. Bob Chant, spokesperson for Labatt, said the brewery has had a "game plan in place" and has set up a contingency plan in case something like this happened. He said Labatt will be making an announcement in the near future about a new agency. Bozell has been working on the Labatt account since 1991.