Burnett-Dentsu-MacManus venture christened B Com3

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B Com3 is the new name for the holding company that encompasses Leo Group and MacManus Group, B Com3 announced March 14. Japan's Dentsu also has acquired, as expected, a 20% stake in the group. Terms were not disclosed.

Dentsu will have two seats on the seven-member board of directors. Roger Haupt, 52, president-CEO of Leo Group, becomes CEO of B Com3. Roy Bostock, 59, CEO of MacManus Group, becomes chairman of B Com3. Leo Group Chairman Richard Fizdale, 60, becomes Vice Chairman of B Com3, while Craig Brown, 48, vice chairman-chief operating officer and chief financial officer of MacManus Group, becomes president-chief operating officer of B Com3.

B Com3 said its arrangement allows Dentsu to strengthen its network in the U.S., as well as giving B Com3 access to Japan. Leo Burnett Co. and MacManus' D'Arcy Masius Benton & Bowles for the most part will remain distinct groups globally, but they will tap into Dentsu's media operation in Japan.

Agency brands under the B Com3 umbrella include Burnett, D'Arcy, N.W. Ayer & Partners and Bartle Bogle Hegarty as well as media shops Starcom Worldwide and Mediavest. B Com3 will be based in Chicago, home to Burnett. B Com3 said its name was a derivation from "beacon."

Copyright March 2000, Crain Communications Inc.

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