Bcom3 mulls new agency network

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Bcom3 Group, the Chicago-based holding company for Leo Burnett Co. and D'Arcy Masius Benton & Bowles, is considering opening another global agency network, said Zurich-based Bcom3 Vice Chairman Reiner Erfert. The network is likely to consist of second agencies belonging to Burnett, D'Arcy and Dentsu, Mr. Erfert said. Dentsu has a 20% stake in Bcom3. Details are yet to be thrashed out, and there's no time schedule, Mr. Erfert said. One possible name is Avenue Advertising. Burnett a year ago opened the first agency by that name in Mexico to avoid client conflicts. In May, it registered the name in Germany.

Copyright September 2000, Crain Communications Inc.

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