In a move to more closely align digital marketing practices with traditional advertising, Publicis is moving pieces on a board.
Publicis Groupe announced it is aligning Modem Media, a digital firm it acquired as part of its recent $1.6 billion purchase of Digitas, with its Publicis ad agency. The new unit, called Publicis Modem, will create digital marketing services for the Publicis agency. Martin Reidy, former president of Modem Media, will serve as chief executive of Publicis Modem and assume the CEO post at the existing digital marketing agency Publicis Dialogue.
[Source: The Wall Street Journal (paid sub. req.)]