The centralized trading desk model is not a good fit for agencies:
The restructuring, meant to bring Publicis’ advertising technology jockeys closer to its clients, is also an admission that the traditional trading desk model no longer works for Publicis. Those who remain at Vivaki will now focus on training, research and development, data management and analytics, Mr. Beringer said. Vivaki will retain a small group of traders to help with testing.
“Scale and agility, if you want to achieve both, you cannot centralize too much,” Mr. Beringer said. He does not want to end up with a “monster organization” that cannot respond to the needs of each market and agency, he explained.