Publicis’ VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the discipline throughout sibling agency departments.
In this video interview, SMG programmatic SVP Mac Delaney tells Beet.TV the move mirrors the way digital has always been centralized first, distributed later.
“My team is rolling into the individual SMG agencies, which is about a 60-person team, which is a pretty significant transformation from what was solely at the center going out into the agencies. Finally, (it) will be at the table with the strategists and the planners.
“The operators and programmatics within AOD (will be) there to help inform what an audience strategist should be, before an RFP is even created. In a very good way, it’s going to disrupt the way the staffing and resourcing, the skillsets of those resources, have been aligned to agencies’ account teams.
“On digital, when innovation occurs … the skill and the efficiencies have to be centered first, within a hub, and then over time they spread.”
He was interviewed at Beet.TV’s annual executive retreat by Nielsen digital MD Andrew Feigenson.