The programme will draw on a combination of agencies within the group, including Starcom MediaVest, ZenithOptimedia, Digitas, and Denuo to develop new services, tools and partnerships in conjunction with the VivaKi Nerve Center and the VivaKi Talent Development Platform.
Meaning ‘Life flow’, the VivaKi facility will be available to all companies within the network and will offer clients solutions to improve performance marketing, use of integrated media, relationships with platforms and social networks, and the optimisation of data analysis and return on investments.
It will be led by managing partners Jack Klues and David Kenny. Replacing Kenny as chief executive of Digitas will be Laura Lang, while the VivaKi Nerve Center and Talent Development Platform will be run by Curt Hechy and Renetta McCann respectively.
The group will also offer a new open source on-demand network as part of the facility’s ‘Nerve Center’.
The platform, which will reportedly be the largest of its kind in the advertising industry, is the result of a collaborative agreement with Google, Yahoo, Microsoft, DoubleClick and Platform A to enable clients to connect more easily with precisely defined global audiences.
Google’s DoubleClick adserving platform will be used to allow clients to connect with other publishers through a single interface. The partnership with Yahoo will make use of the company’s Right Media Exchange, an open exchange platform that will provide clients with insights to increase precision of targeting, as well as AMP, a forthcoming advertising management platform designed to simplify the process of buying and selling ads online.
Publicis’ mobile marketing agency, Phonevalley, will also employ Blueprint, Yahoo’s mobile developer platform language, to help clients extend the reach of their mobile brand messaging faster and more cost effectively.
The partnership will aim to facilitate tailored messaging and will draw on Yahoo’s Smart Ads technology for the development of correlating, personal microsites.
Meanwhile clients will have online access to consumers through Microsoft’s and Platform A’s online networks.
Publicis Groupe revamps digital offering
PARIS - Publicis Groupe has unveiled a new strategic initiative designed to maximise ROI from new media and digital marketing, VivaKi, which is also hoping to stimulate growth for the network in digital markets.
