True North splices together FCB and parts of Bozell

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True North Communications, Chicago, announced the merger of its Foote, Cone & Belding with much of Bozell Worldwide's operations. A merger of the two units had been expected, and the new FCB Worldwide will combine FCB with Bozell's international offices, as well as its Southfield, Mich., and Costa Mesa, Calif., branches. The new entity becomes the largest U.S. ad agency and the fifth-largest in the world, with $8 billion in billings. Leo-Arthur Kelmenson, former chairman-CEO of Bozell Worldwide, will be chairman of the new FCB Worldwide.

Brendan Ryan, formerly chairman-CEO of FCB, becomes CEO of FCB Worldwide. Bozell's remaining operations form a top 20 national agency brand, though it loses one of its largest clients, DaimlerChrysler. The agency will be headed by former Bozell Worldwide Chairman-CEO Gene Bartley.

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