The merger is set to create the world's fourth-largest agency group with revenues of €4.6bn (£2.8bn). The merged group will have the world's second-largest media-buying powerhouse with billings of $36bn.
It has also been confirmed at a news conference this morning that Roger Haupt, chief executive of B|Com3, will take up the role of chief operating officer running the US operations.
Dentsu, which owns 20% of B|Com3, said it would spend an additional $500m to secure the 15% stake. The selling point of the deal to Dentsu is that its clients will have access to Publicis' services in Europe and North America, while Publicis clients will have access to Dentsu's services in Japan.
The deal will be finalised by June 30.
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