Dentsu in web alliance with PWC, Microsoft and Sun

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SYDNEY--PricewaterhouseCoopers has launched a major e-commercialalliance in Australia with Japanese advertising giant Dentsu, Microsoft Corp. and Sun Microsystems. Called Determinet, the alliance has been launched in Australia but is expected to be rolled out in the U.S., Japan and Europe in coming months.

Determinet has been set up as a new business division of PWC. Determinet's objective is to leverage the systems integration and strategicconsulting expertise of PricewaterhouseCoopers and combine it with thecreative and media talent of Dentsu's Australian ad agency BAM SSB, whileutilizing the technological infrastructure of Sun Microsystems and Microsoft.

Basically, BAM SSB will provide branding advice alongside the technical expertise of Microsoft and Sun Microsystems.

In Australia, 20 Web designers and strategists based at BAM SSB will belinked online to Determinet's main business unit at PWC.

Globally, Determinet will eventually link 250 Internet architects, graphic designers and marketing communications specialists in New York,Philadelphia, London, Tokyo and Sydney, who will tap into 17,000 systemsintegration and IT development people around the world.

"The Internet is marked by a combination of technologists, managementconsultancies, traditional Web developers and advertising agencies all vying for a share of this market," says PWC Partner Fred Balboni. "As a result, our clients have been crying out for a firm that will help them make sense of the mixed messages in the marketplace and ensure that theirstrategic positioning and brand representation is consistent throughout their customer, supply chain and operations process."

Copyright November 1999, Crain Communications Inc.

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