The World: Paris - Dentsu targets Europe through Publicis arrangement

Dentsu has signed an agreement with Publicis Groupe in an attempt to boost the Japanese advertising giant's presence in Europe.

The deal will see Dentsu working closely with Publicis Paname in France, which works on the Dentsu clients Canon and Suzuki.

In Germany, Dentsu will work alongside Publicis' Dusseldorf-based BMZ+more, as well as its own German subsidiary, Cayenne Werbeagentur. BMZ+more already works on the Dentsu clients Toyota, Lexus and Fujifilm.

Dentsu and Publicis announced that the deal would result in "collaboration at management level", rather than an exchange of equity for both companies.