Hoping to offer its clients better digital media services, the Publicis Groupe, one of the world’s largest advertising conglomerates, announced that a reorganization is set to take place that will affect its four media-buying agencies namely Starcom MediaVest, Denuo, ZenithOptiMedia and Digitas.
Publicis is taking on a new initiative called VivaKi which “will take advantage of the combined scale” of the group’s four media agencies. The new initiative will target niche groups of potential web-surfing customers with advertising and will also focus on finding smarter ways of reaching them.
In a statement issued by Publicis, part of the VivaKi effort is to create a tool that works with search engines’ advertising platforms namely Google’s DoubleClick, Yahoo’s Right Media Exchange, Microsoft’s own ad platform and AOL’s Platform-A.
Publicis is also working intimately with Yahoo in terms of mobile advertising, reminiscent of the deals that has seen the second-largest search engine company has closed with WPP and Havas Digital.
VivaKi is envisioned to provide the four Publicis media groups with digital buying clout, research and technology tools, and in turn, make the VivaKi researches available to all Publicis agencies.
The VivaKi initiative will be co-headed by David Kenny of Digitas and Publicis veteran Jack Klues. Taking over Kenny’s Chief Executive post at Digitas will be Laura Lang.
- sourced from the New York Times Online
