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This agreement is part of a joint strategy to further bolster the Dentsu-Publicis partnership.
In France, Dentsu will collaborate with Paname, a member of the Publicis Régions network and in Germany, will team up with BMZ+more GmbH.G, which will complement Dentsu's existing German subsidiaries, including Cayenne Werbeagentur GmbH.
The business tie-up will see a close collaboration at management level rather than an exchange of equity. It will help Dentsu and Publicis to provide advertising services to Japanese clients, in addition to existing national clients, in each of the European markets. Publicis and Dentsu already closely cooperate in a range of ventures, including the jointly-held Zurich-based iSe, which is in charge of hospitality program for the forthcoming Soccer World Cup in Germany. Dentsu is also a Publicis Groupe shareholder.
At the "Dentsu Publicis Alliance Day" conference for senior Dentsu management held on February 15 at Dentsu's Head Office in Tokyo, Publicis Groupe Chairman and CEO, Maurice Lévy gave a keynote address in which he reaffirmed his determination that through this business tie-up he will aggressively promote "cooperation between Publicis Groupe and Dentsu encompassing a broad array of regions, clients and services."