Opinion: Media angst behind BDM euphoria

As the BDM roadshow gets ready to roll, it’s interesting to see Dentsu’s president, Yutaka Narita, describe the ’harmony’ of the Leo Burnett, Dentsu and MacManus relationship in this week’s feature (p30). In fact, so convinced was Narita by the solidity of the partnership that a 90-minute meeting was enough to have him signing up to the deal. Such confidence will, no doubt, comfort those Burnett and MacManus media executives who were forced to spend almost a year planning a media merger in 1998, only to find their parent companies squabbling at the altar and see the marriage embarrassingly called off.

As the BDM roadshow gets ready to roll, it’s interesting to see

Dentsu’s president, Yutaka Narita, describe the ’harmony’ of the Leo

Burnett, Dentsu and MacManus relationship in this week’s feature (p30).

In fact, so convinced was Narita by the solidity of the partnership that

a 90-minute meeting was enough to have him signing up to the deal. Such

confidence will, no doubt, comfort those Burnett and MacManus media

executives who were forced to spend almost a year planning a media

merger in 1998, only to find their parent companies squabbling at the

altar and see the marriage embarrassingly called off.



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