Starcom MediaVest Group has appointed VivaKi chief Marco Bertozzi to the newly-created role of global chief executive of performance marketing.
He will be tasked with merging the Publicis Groupe-owned agency's search, social and programmatic offerings into a single performance marketing arm.
According to Digiday, Bertozzi will set out to spot global infrastructure gaps at SMG's outposts and identify areas where new performance cababilities can be implemented.
Commenting on the appointment, Bertozzi told the publication: “We have an opportunity with the new data sets and technologies that have come to market, to create a performance offering of the future which focuses on the idea of the universal view of customer, with a foundation of attribution and data that measures well beyond the click to offline sales."
Having previously held posts at ZenithOptimedia and TMP Worldwide, Bertozzi joined ad tech firm VivaKi in 2010 and established addressable media buying practice Audience on Demand. In February 2015 he was promoted to president of global clients to focus on advising Publicis Groupe’s largest accounts.
Publicis Groupe ditched the traditional trading desk model less than a year ago and evolved VivaKi's centralised structure to fuse the skills of its programmatic ad traders into all media agencies within the group.