BDDP Germany swallows larger rival

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FRANKFURT -- Frankfurt-based BDDP Germany has acquired from Daimler-Benz subsidiary Debis 51% of the shares the company previously held in the Stuttgart agency Godenrath Preiswerk & Partner (GPP) and their subsidiaries Wuendrich Meissen Creative Consulting and Production Company Stuttgart.

The move propels BDDP Germany up the agency ranking, making the three year old shop the country's 23rd biggest.

The entire GPP group had billings of $97m in 1996 and is far bigger than BDDP Germany, which has billings of $17m. GPP's main clients are Daimler- Benz, Daimler-Benz Interservices, the Salamander shoe factory and various local budgets.

Managers of GPP, Peter Godenrath and Michael Preiswerk, will remain. Seven men taken from both agencies will make up the board of the new BDDP Group.

Daimler-Benz subsidiary Debis announced last summer that the company would disengage itself from all advertising activities. It has already sold its shares of the Hamburg-based media agency Debis G.F.M.O. (now renamed G.M.F.O.).

BDDP Germany, which handles international clients such as Hertz, Tag Heuer and McCain, had a shakey start in Germany. It started life in 1993 on the basis that it would handle the BMW business held by its French parent in France. However, the BMW business failed to materialise.

Copyright January 1997, Crain Communications Inc.

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