DDB acquires major Dutch shop

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AMSTERDAM-- DDB Needham is acquiring Result, the seventh largest advertising agency in the Netherlands and the country's biggest independent shop. Result will be taken over by Amsterdam-based DDB on Jan. 1, 1997. By that date Result and DDB will be integrated in the building of Result in Amstelveen.

The only conflicting accounts appears to be Honda (Result) and Volkswagen (DDB). Result is known as an agency that focuses on the effectiveness of advertising, whilst DDB has an extremely strong creative image in Holland.

Results' major clients include Alcatel, Eurocard/Mastercard, Sony Europe and McDonald's. DDB's major clients are Henkel Cosmetics, Mobil Oil, VNU Telepress Publications, Molnlycke Nederland and SC Johnson.

CHICAGO - Another attempt is being made to patch up Publicis and FCB's troubled marriage. True North Communications, the holding company for U.S.-based ad agency Foote, Cone & Belding, has named a special committee of the independent outside directors of the True North Board which will have full responsibility for True North's relationship with Europe's largest network, Paris-based Publicis.

The committee's charter includes "the establishment of a new agreement between True North and Publicis and any related strategic acquisitions."

True North Chairman-CEO Bruce Mason said: "I am encouraged that our outside directors are willing to apply their energies to reaching a new agreement with Publicis."

Publicis and FCB have operated together in Europe through the Publics FCB joint venture since 1989.

In March Publicis terminated its original global alliance agreement with True North after a Feb. 29 deadline passed. An operating agreement, however, remains in force in which FCB handles Publicis' clients in the U.S. and Publicis works for FCB clients in Europe.

Despite the February breakdown in the alliance, both companies said they would continue negotiations to forge a new arrangement. Publicis Chairman-CEO Maurice Levy said in March that he was looking for international partners, particularly in the U.S.

The relationship first became strained when Publicis bought French network FCA and its U.S. agency Bloom without consulting FCB. Later, the True North holding company was established without consulting Publicis, the largest shareholder in the operation with a 20% stake.

The special committee includes Stephen Vehslage, Richard Braddock, Laurel Cutler, Newton Minow, William Schreyer and Louis Scott.

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