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Publicis has launched an umbrella operating unit that aims to boost performance in the fast-growing mobile advertising market by combining the resources of Starcom, MediaVest, Zenith Optimedia and Digitas.
The unit, called VivaKi, will work on developing new services, new tools and new partnerships, and will be headed by David Kenny - who will hand over his role as CEO of Digitas to Laura Lang - and Jack Klues, the chairman of the Starcom MediaVest Group.
Publicis is working with Yahoo’s mobile platform to enable the increasing number of brands embracing mobile to broaden their reach and more deeply engage mobile consumers with advertising solutions. The two companies will also work to integrate Publicis’ current media buying systems with Yahoo’s Right Media Exchange.
Yahoo said that the mobile initiative will help brands tailor their messaging and make it possible for them to reach their target customers on both the PC and the mobile technology. Phonevalley, the mobile marketing agency of Publicis, will integrate Yahoo’s mobile developer platform language, Blueprint, as a tool to help clients scale brand messages globally, speed their time to market, and remove barriers of scarce development resources and high costs, according to the companies.
Publicis intends to generate 25 percent of its sales from the internet by 2010.
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