The World: Kuala Lumpur - Dentsu sets up second Malaysian base

Dentsu has founded a new advertising agency in Kuala Lumpur, Dentsu Utama.

Until now, Dentsu has operated in Malaysia through Dentsu Malaysia. The new subsidiary will primarily service Japanese clients, but will also pursue local and multinational accounts. It will be run by Omar bin Shaari, and has projected billings of 380 million yen (£1.89 million) for the 2005 fiscal year.

Meanwhile, Dentsu has acquired the Japanese broadcasting rights to the 2010 and 2014 Fifa World Cups, in a deal that also sees the agency gain rights to cover the Women's World Cup and the Fifa World Youth Championship, among other competitions.