Digital will now be squarely in the crosshairs of the world's largest advertising holding company. At least that's the plan behind Publicis Groupe's decision to reshuffle its deck of agencies, which includes giants such as Digitas, Leo Burnett and Saatchi & Saatchi.

Under a new initiative called VivaKi, Publicis will attempt to leverage the scale of its four biggest media-buying agencies -- Starcom MediaVest, Denuo, ZenithOptimedia and Digitas.

VivaKi will be helmed by David Kenny, the CEO of Digitas, and Jack Klues, a Publicis executive. Laura Lang will replace Kenny as the CEO of Digitas.

Publicis also announced the launch of a new tool that will allow advertisers to buy media across nearly all major platforms, including Google's DoubleClick, Yahoo's Right Media Exchange, Microsoft and AOL's Platform A. That tool will be known as the VivaKi Nerve Center.

"The VivaKi Nerve Center believes that creating open technology solutions in the marketplace will make it easier for clients to scale digital marketing, reaching vast but keenly defined audiences through a simple, one-stop buying process," said Curt Hecht, president of VivaKi's Nerve Center. This will ultimately improve ROI for our clients and enhance the overall workflow process and bring greater innovation to the industry."