Dentsu, DPZ team in South America

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[Sao Paulo] Dentsu has formed a joint venture called Dentsu Latino America with Brazilian agency DPZ. Currently based within DPZ's Sao Paulo headquarters, with another office at DPZ Argentina in Buenos Aires, Dentsu Latino America is handling Toyota Motor Corp., Sony Corp., Aiwa and Ajinomoto in those two countries. Eduardo Novogrebelski, a former DPZ executive and chief operating officer of Dentsu Latino America, said Dentsu and DPZ had a relationship, first working together on Toyota in Argentina. At the joint venture, Dentsu executives handle account service and planning, and DPZ does media and creative. Akira Suzuki, a Dentsu exec, is CEO. To win Sony, Dentsu Latino America pitched against two Havas-owned agencies, incumbent Age and Duetz Euro RSCG, and two Publicis Groupe shops, Leo Burnett and Fallon/PMA. The agency, which is currently launching Toyota's Fielder station wagon in Brazil, expects 2004 billings to reach $20 million. Toyota's Brazil account was previously with local agency Fischer America.
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