VivaKi is restructuring its addressable media business with the launch of an Amsterdam-based Activation hub as it continues its international expansion drive.
The Publicis-owned agency has appointed Anke Kuik to head up the centre in the newly created role of director of activation for its trading desk Audience On Demand (AOD).
Formerly director of EMEA for Omnicom Media Group’s trading desk Accuen, Kuik will be responsible for driving growth of AOD across the EMEA network, reporting to VivaKi executive managing director of EMEA Marco Bertozzi.
The Amsterdam hub will centralise core activities including addressable buying across display, video, mobile and social media, and will support all local European markets.
The aim is to rapidly scale AOD across Europe to meet increasing demand for it from existing and new markets, according to Bertozzi.
He said the centre will have a “hub and spoke” structure, with people working on the ground in local markets such as the UK, working closely with the Amsterdam team.
“Global advertisers we work with are always asking what countries we can deliver in, and this is a natural evolution of being able to deliver against that while maintaining a high quality of product,” he said.
VivaKi CEO Frank Voris said: “We are live in multiple markets globally, and with demand increasing we have pursued a growth strategy that focuses on quality, consistency and efficiency as opposed to installing duplicate teams in every market.”
“By centralising several core functions we can minimise, but also elevate, the teams who operate in each market. The Activation Centre will support local experts that have been tailored to the size of each market, giving Publicis Groupe clients a premium product regardless of market size. The combination of a central team working together with the local VivaKi Brand Relations teams will ensure we won’t fragment and dilute our product.”
VivaKi is now planning to launch a second, regional activation centre in Singapore to serve the Asia market.
Kuik will take up her new role in July.