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 Dentsu Inc., the world's largest advertising agency on the strength of its dominance in the Japanese market, is setting its sights on overseas expansion.
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 Last year, Dentsu started HDM, a joint network with U.S. ad agency Young & Rubicam and Eurocom of France.
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 A few months ago, Dentsu acquired 69% of Australian agency Fortune Communication Holdings Ltd. for 5.9 million Australian dollars 
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(US$4.6 million).
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 Dentsu has U.S. subsidiaries, 
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but they keep low profiles.
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 Now, the giant marketing company, 
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which holds 25% of Japan's 4.4 trillion yen 
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($30.96 billion) 
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advertising industry, 
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is considering the acquisition of an advertising network in the U.S. or Europe.
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 What is driving Dentsu's international expansion largely is the need 
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to keep up with its Japanese clients 
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as they grow in the U.S. and Europe.
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 If we don't do something . . . 
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we won't be able to catch up with demand, 
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says a Dentsu spokesman.
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 Our president said 
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acquisition is an effective method.
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 Last year, Dentsu's foreign business accounted for less than 10% of total billings,
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 but the company is aiming at 20% in the near future.
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 So far, it appears cautious about taking the big step.
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 For example, the spokesman says 
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Dentsu has been approached by banks and securities companies a number of times to invest in the troubled British marketing group Saatchi & Saatchi PLC.
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 But he said 
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Dentsu hasn't looked seriously at Saatchi.
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 Though Dentsu says 
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it has no concrete acquisition plans or deadlines, 
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it is laying the groundwork for international growth.
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 It is setting up a special team in charge of international markets
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 and training workers to do business abroad.
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 For the year 
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ended March 31, 
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Dentsu sales rose 19% to $8.9 billion from $7.5 billion,
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 and net income jumped 59% to $102 million from $64 million.
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 Dentsu's billings last year were larger than those of Young & Rubicam, the world's second-largest ad agency,
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 according to a survey by the publication Advertising Age.
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 But success overseas in unfamiliar markets could be trickier than for other industries such as manufacturers.
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 On its own, Dentsu's muscle in Japan may count for little in major foreign markets 
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when seeking non-Japanese clients.
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 Thus, an acquisition may prove the necessary course.
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 But Japanese agencies are cautious about expanding abroad 
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because client relationships are different.
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 Japanese agencies do business with rival clients in the same industry, a practice 
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that would be unacceptable by traditional Western conflict rules, 
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says Roy Warman, the London chief executive of Saatchi & Saatchi's communications division.
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 Although acquiring a foreign company would expand Japanese advertising agencies' business to foreign clients, 
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many clients would also be Japanese companies 
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expanding overseas,
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 says the Dentsu spokesman.
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 But the different business system would make it hard for Dentsu to provide these Japanese companies the same kind of services 
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they do in Japan.
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