ADVERTISING: No. 1--for a While

Like Gulliver among the Lilliputians, Dentsu Advertising Ltd. has long dominated the business of mass selling in Japan, and its roster of clients gleams with famous names: Toyota, Pepsi-Cola, Nestle, Max Factor. The agency operates in one of the world's ripest ad markets: the Japanese watch more television than any other people, and are even more brand-conscious than Americans. Helped by a booming economy and a rising currency in recent years, Dentsu has grown particularly fast. In 1972 it elbowed McCann-Erickson out of second place in global billings, and now it has...

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