In the wake of the holding company's failed megamerger with Omnicom Group and its weak second-quarter earnings report, Levy needs to show digital strength. Some structural changes announced Tuesday may help it do that.
Among the key changes: VivaKi has formalized a divided structure with two CEOs, digital agency Rosetta has been absorbed into the Razorfish brand and Rishad Tobaccowala, who once led strategy for VivaKi, has ascended to become chief strategy officer of the global Publicis organization. (Press release)
And Maurice Levy will postpone retirement until 2017, at which point he will be 75 years old.
Below is a rundown of the most important changes pertaining to data-driven media.
VivaKi In Two Pieces
VivaKi now has two divisions, with two CEOs. VivaKi Exchange reports to Simon Pardon and focuses on media trading, negotiation and execution. This arm is dedicated to leveraging the media investment clout spread across all of Publicis' media agencies to get favorable rates and placements.