Dentsu will work in partnership with Beacon Communications, an agency jointly owned by Publicis and Dentsu, leaving out Hakuhodo and Asatsu-DK, which previously split the giant account with Dentsu.
From April, a joint Dentsu/Beacon team will be responsible for both creative and brand strategy on the estimated US$90 to $120 million account, while media buying will be handled solely by Dentsu, according to industry sources.
It is also a severe blow to Hakuhodo DY Media Partners, formed last year by combining the media departments of Hakuhodo, Daiko and Yomiko, and which hoped to challenge Dentsu aggressively in themedia planning and buying arena, sources said.
The fast food giant spent $140 million in 2002 in terms of billings, while $124 million was spent between January and November 2003.