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  • November 1993
  • Case
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FCB and Publicis (C): The German-Led Network

By: Rosabeth M. Kanter and Pamela A. Yatsko
  • Format:Print
  • | Pages:13
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Abstract

After U.S.-based Foote, Cone & Belding (FCB) and Publicis of France established an international advertising alliance in May 1988, alliance leaders set out to merge offices in Europe. They were confronted with a particularly tricky situation in Germany, which, if handled poorly, could have harmed BMZ, a highly regarded agency in Dusseldorf that FCB had acquired six months earlier. The case looks at how alliance managers resolved the dilemma by forming a second agency network in Europe; how that network, which was composed of advertising agencies from six European countries, was working; and how agencies from different cultural backgrounds were dealing with diversity. May be used with FCB and Publicis (A): Forming the Alliance and (B): Managing Client and Country Diversity.

Keywords

Joint Ventures; Alliances; Globalized Firms and Management; Partners and Partnerships; Advertising; Cross-Cultural and Cross-Border Issues; Diversity; Communications Industry; Advertising Industry; France; Germany; United States; Europe

Citation

Kanter, Rosabeth M., and Pamela A. Yatsko. "FCB and Publicis (C): The German-Led Network." Harvard Business School Case 394-079, November 1993.
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About The Author

Rosabeth M. Kanter

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