Dentsu Gobbles up New York Agency M.L. Rogers

The independent agency will merge with Dentsu's U.S. flagship agency, Dentsu America . The M.L. Rogers name will disappear and both shops will function under the Dentsu America name going forward. M.L. Rogers has nearly 20 employees, who will be combined with the nearly 90 employees that Dentsu America houses in its downtown Manhattan headquarters.

Executives said the deal stems from a single client the two shops share: This summer, Dentsu won the Scotts digital business in September and started working collaboratively with Rogers, which handles the traditional creative. M.L. Rogers' other clients include Checkers/Rally's restaurants and Blistex, as well as project work for Moet Hennessey.

"We're better together than we are apart and more and more clients are asking for that type of integration and collaboration," Tim Andree, CEO of Dentsu Network West, told Ad Age. "The two agencies, because of their chemistry and the complement between the talent, will end up coming together as one stronger team. We expect the Dentsu clients and Rogers clients to be served better as a result and we expect it to grow."

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