McCann buys in Europe, Latin America

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LONDON -- McCann-Erickson WorldGroup subsidiary McCann Relationship Marketing has bought two new agencies and begun a process of rebranding all its offices worldwide.

New additions to the MRM network are Copenhagen- based Medialog, with $50 million in billings from clients including IBM, the Sonofon cellular phone network and Unilever's UniPath pregnancy testing, and Dittborn & Unzueta, the largest relationship and database company in Chile, with $15 million in billings. The Santiago-based agency's client list includes Avis Rent A Car, Banco Santiago and Chilesat long distance telephone services.

The two agencies, which MRM says have been growing at more than 30% a year, will be named Medialog/MRM and Dittborn & Unzueta/MRM.

At the same time, all McCann Direct-named agencies around the world will be renamed McCann Relationship Marketing, or MRM, to reflect what the group says is its "increasing focus on technology-enhanced relation- ship marketing as the core of its competitive advantage."

North American agencies will be the first to be renamed. MRM Worldwide has a presence in 31 countries.

Copyright January 1998, Crain Communications Inc.

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