After American Foote, Cone & Belding (FCB) and Publicis France created an international alliance of advertising in May 1988, the Alliance leaders outlined combine offices in Europe. They were faced with a particularly difficult situation in Germany, which, if handled poorly, could suffer BMZ, highly regarded agency in Düsseldorf that FCB bought six months earlier. The case looks like a union managers to solve the dilemma by forming a second agency network in Europe, as this network, which includes advertising agencies from six European countries, works and how institutions from different cultures had to deal with diversity. Can be used with FCB and Publicis (A): The formation of the alliance, and (B). Managing client and diversity of the country "Hide
by Rosabeth Moss Kanter, Pamela Yatsko Source: Harvard Business School 13 pages. Publication Date: November 2, 1993. Prod. #: 394079-PDF-ENG
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