Dentsu Buys Independent Canadian Agency Bos

Merged Agency Has At Least One Conflict Between Car Clients Toyota and Honda

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Dentsu has acquired BOS, the independent Montreal-based agency founded in 1988, to bolster its French-language capabilities and Quebec credentials in Canada, reports Marketing magazine.

The now-combined agency will operate as DentsuBos. Bob Shropshire, formerly Dentsu Canada's CEO, has been made chairman of the new business entity, while Michel Ostiguy, once president of BOS, is now CEO of DentsuBos and president of its Montreal office. BOS' Claude Carrier will be president of the Toronto office.

In Canada, Dentsu had previously partnered with agencies such as BleuBlancRouge and Republic in Quebec, but two years ago Mr. Shropshire began looking at acquisition targets.

"There are many clients that were out of reach for us," Mr. Carrier told Marketing. "A good example for me is the Royal Mint account; they specifically asked for an agency that could reach out to other places in the world... Now we have that reach."

The acquisition will result in some efficiencies in terms of client work (both agencies currently work for camera company Canon), but there is a conflict being negotiated -- Dentsu's largest client is Toyota (and its affiliated Lexus brand), while BOS Montreal works with the Quebec Honda Dealers Association.

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