The agency views the development as a major step towards providing its multinational clients with better "standards of creativity and professionalism" in that market.
Allen Rosenshine, chairman and CEO of BBDO Worldwide, Inc., says the acquisition will "contribute greatly to the agency's presence in Japan and growth in Asia Pacific," as I&S Corporation is an industry leader with billings in excess of $900 million.
The Japanese agency's key clients include Kao, Shiseido, Seibu department stores and the Kikkoman Corporation. The partnership marks the first time a Top 10 Japanese agency has entered into a direct ownership relationship in which operations will be merged rather than held in a separate joint venture.
In the coming weeks, BBDO will move its multinational clients, currently handled by Asatsu/BBDO, to I&S Corporation. In Japan, BBDO currently services Bayer, Danone, International Wool Secretariat, Mars, Pepsi-Cola, Visa and Wella, in Japan.
Copyright July 1998, Crain Communications Inc.