©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
In what appears to be a first for an agency holding company, Publicis’ VivaKi unit has created a chief social media officer role, and appointed a top public relations industry executive — Edelman’s Michael Wiley. The move is telling for several reasons, and illustrates how quickly big Madison Avenue agencies are reorganizing around the rapid ascent of social media as a marketing communications platform.
Wiley — perhaps the biggest name yet to move from PR to a top role overseeing social media at a major full-service agency entity — will work closely with Rishad Tobaccowala, the chief strategy and innovation officer at VivaKi, to whom he reports.
VivaKi is the holding company level unit that oversees all of Publicis’ media agencies, including Starcom MediaVest Group, Zenith Optimedia Group, and its digital operations, including Digitas, Razorfish and Denuo.