Dentsu has bought BOS, the independent Montreal-based agency founded in 1988, to bolster its French-language capabilities and Quebec credentials in Canada.
The now-combined agency will operate as DentsuBos. Bob Shropshire, formerly Dentsu Canada’s CEO, has been made chairman of the new agency while Michel Ostiguy (left), once president of BOS, is now CEO of DentsuBos and president of its Montreal office. BOS’ Claude Carrier will be president of the Toronto office. Dentsu had previously worked with BleuBlancRouge and Republic in Quebec.
“There are many clients that were out of reach for us,” Toronto president Carrier says. “A good example for me is the Royal Mint account; they specifically asked for an agency that could reach out to other places in the world… Now we have that reach.”
BOS and Dentsu both work for Japanese camera giant Canon. A possible conflict is Dentsu’s Toyota/Lexus account and BOS’ Quebec Honda Dealers’ Association.
Last year Dentsu terminated its part-partnership deal with Publicis Groupe. The Japanese-owned marcoms company is now in more aggressive mode as its highly successful US acquisition Mcgarrybowen tries to expand around the world.