NEW YORK: Publicis Groupe has reorganized its digital operations in the shape of a new cross-agency initiative to be known as VivaKi.

The unit will harness the digital expertise of the French conglomerate's four media-buying agencies – Starcom MediaVest, Denuo, ZenithOptimedia and Digitas, whose ceo, David Kenny will be managing partner with Publicis veteran Jack Klues.

Vivaki's technology arm, VivaKi Nerve Center,will create tools that work with Google's DoubleClick, Yahoo's Right Media Exchange and the networks of sites operated by AOL's Platform-A and by Microsoft.

The purpose is to create a 'one stop shop' where advertisers can buy various slices of their audience with a single purchase, rather than going to each of the portals individually.

Comments Publicis ceo Maurice Lévy: "If you look at the digital space, what's important is scale because you can have tools to scale and have an efficiency that is much better than the one you have with classic aspects.

"You have the possibility of negotiating the right access, not only price, which is the old story of media."

French-headquartered Publicis plans to generate 25% of its revenues via digital services by 2010.

Data sourced from Adweek (USA); additional content by WARC staff