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US hot shop McGarryBowen takes over Dentsu mantle in London

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By Noel Young | Correspondent

March 1, 2012 | 2 min read

There's going to be a big new name on the London agency scene. The Japanese giant Dentsu is to rebrand its European operations with the name of its successful US agency, McGarryBowen, according to the American magazine AdAge .

Name change:McGarryBowen steps up

Dentsu London will become McGarryBowen London. In Germany Dentsu Dusseldorf will become McGarryBowen Dusseldorf.

It will all be happening in about a month says the mag, quoting "executives familiar with the matter."

McGarryBowen's chief strategic officer, Stewart Owen, is said to be charged with leading the agency's new international operations.

For years, Dentsu failed to establish itself as a serious competitor in markets outside of Japan, says AdAge.

" Its star has risen only recently in the American market under Tim Andree, who led the purchases of agencies such as McGarryBowen, 360i and Firstborn."

Hence The decision to ditch the Dentsu name in Europe and replace it with McGarryBowen ..

The move will also help McGarryBowen with the servicing of multinational clients such as Kraft Foods, Reebok, Disney and Burger King in Europe, said AdAge.

McGarryBowen has been growing rapidly the US with staff up 45% last year, to 800.

It first entered Europe in 2010 with the launch of a small London office, but it was an operating unit of Dentsu U.K.

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