Dentsu buys stake in German start-up

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DUESSELDORF/TOKYO -- Dentsu, the world's biggest ad agency, has found itself a new partner in Germany, Europe's largest advertising market, following the breakdown of its relationship with Schuster & Partner.

From April 1, fledgling Duesseldorf-based agency Cayenne will be renamed Cayenne/CDP and be 40%- owned by the Japanese Dentsu, in whose European CDP network it will sit.

Cayenne is only three months old, having been set up on January 1 1997 by Wilfried Klanke, the managing director of BMZ!FCA until last summer.

Klanke predicts first year billings at Cayenne/CDP of $20m and is expanding to meet demand with nine new recruits joining his existing 11 staff.

Although unconfirmed, it is expected that former Schuster & Partner client Canon will move its faxes and copiers account to Cayenne/CDP and that the agency will also pick up the new Yacult yogurt account early next month. Canon had previously moved its facsimile machines business to BMZ!FCA.

Schuster & Partner, Germany's 44th biggest ad agency, bought back the 40% stake held by Dentsu this month, following a disagreement over future strategy for the agency. However, the two claimed to part on friendly terms.

Copyright March 1997, Crain Communications Inc.

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