• by Joe Mandese  @mp_joemandese, June 7, 2007

Just months after completing its $1.3 billion merger with Paris-based Publicis Groupe, Digitas is shaking up its executive ranks, tapping Unilever Global Media Director Alan Rutherford as its new CEO, the British trade press reported this morning. Rutherford, who has overseen the packaged goods giant's worldwide traditional and digital media strategies, reportedly will report to David Kenny, who had been CEO of the digital shop, but now serves as chairman and a member of parent Publicis' executive committee, as well as its de facto head of digital planning.

The move suggests that Kenny may be playing more of a corporate role with Publicis, which has continues to indicate plans to expand its digital media operations, including potential new acquisitions.

Rutherford, meanwhile, will oversee one of the top digital marketing agencies in the world, and one that is now the lynchpin for Publicis' overall transformation into a digital-centric marketing services holding company.

Digitas executives could not be contacted for comment at presstime, but based on Digitas current organizational chart, Rutherford would have Digitas' corporate leadership team, as well as the heads of its respective operating units - Digitas President Laura Lang, Digitas Health CEO David Kramer, Modem Media President Martin Reidy -reporting to him.

Rutherford's global media credentials also suggest that Digitas may be looking to expand its position internationally, which would be consistent with Publicis' push into fast-growing and emerging markets.

Interestingly, Unilever is not listed among Digitas' client roster, but is a chief packaged goods marketing rival of one of Publicis' top clients: Procter & Gamble. According to Advertising Age's 2006 Leading National Advertisers report, Unilever ranks as the 18th largest advertiser, up from 25th in 2005.