LEADER: Much will hinge on group's cultural fit

The flip side of the latest advertising merger to hit global headlines is whether three distinct cultures can make for a workable and harmonious partnership. On paper, the joining of Publicis, Bcom3 and Dentsu makes a suitably compelling case for further industry consolidation. The promised efficiencies, extensive reach, clout and added resources assure that the soon-to-be Big Four agency group should have a rosier future ahead of it.