Publicis forms new holding company

Publicis Groupe has launched a subsidiary holding company called VivaKi, which will house its global media operations alongside its digital offering.

VivaKi will incorporate Digitas, its digital creative network, its media networks, Starcom Mediavest and ZenithOptimedia, and Denuo, its digital consultancy.

A source close to the venture said: "It's analogous to WPP's Group M, but with the addition of digital creative services. It's the first time anyone has tried to do this with creativity at the heart."

Jack Klues, the chairman of Publicis Groupe Media, and David Kenny, the head of Digitas, will run VivaKi as joint managing partners.

Kenny will focus on talent development and technology, while Klues will be responsible for growing and developing brand specific solutions.

The four agencies within the group will continue to run independently as separate brands, but will offer their resources to other Publicis shops, as well as expanding the group's digital offering to clients.

Maurice Levy, the chairman and chief executive of the Publicis Groupe, said: "We are today taking a decisive and transformational step by profoundly modifying the group's organisation, by redirecting investments towards digital and by instituting a significant change in our professional approach."