Japanese giant Dentsu is planning to rebrand its European operations with the nameplate of its successful stateside agency, McGarryBowen, Ad Age has learned.
According to executives familiar with the matter, Dentsu London is set to become McGarryBowen London, while Dentsu Dusseldorf will be known as McGarryBowen Dusseldorf. Representatives for Dentsu and McGarryBowen declined to comment, but the moves are expected to become effective in about a month.
McGarryBowen's chief strategic officer, Stewart Owen, is understood to be charged with leading the agency's new international operations.
For years, Dentsu failed to establish itself as a serious competitor in markets outside of Japan. Its star has risen only recently in the American market under Tim Andree, head of the Western network. Mr. Andree led the purchases of agencies such as McGarryBowen, 360i and Firstborn.
The decision by Dentsu to ditch its own name in Europe and replace it with the McGarryBowen's signals that the parent company is more confident in the success of the U.S. agency brand it acquired in penetrating those markets.
The move can help McGarryBowen with the servicing of multinational clients such as Kraft Foods, Reebok, Disney and Burger King in Europe, and give the agency an expanded offering to help source and send talent. McGarryBowen has been growing rapidly, with staff up 45% last year, to 800.
McGarryBowen first entered Europe in 2010 with the launch of a small London office, but it was an operating unit of Dentsu U.K., which oversees Dentsu London and Attik London as well as offices in Brussels, Dusseldorf and Milan.