• by Gavin O'Malley  @mp_gavin, Laurie Petersen , June 8, 2007

Publicis Groupe's Digitas has snagged Unilever's vice president of global media Alan Rutherford to be CEO of Digitas Global, a new division charged with leading the agency's expansion into new markets worldwide.

Digitas Chairman and CEO David Kenny said Rutherford's arrival brings to his management team the global media expertise and leadership necessary to realize the agency's goal of opening offices within the next 18 months in the top eight to 10 markets worldwide through both organic growth and acquisition.

"Alan's a client guy with deep agency roots. He brings tremendous credibility and expertise. He understands creativity and our integration model. He understands media in the digital and traditional [sense]. It was just perfect," said Kenny. "I now believe I have the right team in place."

With all the talent under the Digitas brand, Kenny said he can now turn to the task at hand: "There hasn't been a global billion-dollar agency built in the last five decades. There's room for a new large-scale global network that's digitally focused. I could easily see us 40% to 50% larger in the next two years."

The wooing of Rutherford has been underway a year, Kenny said, preceding the agency's acquisition by Publicis for $1.3 billion in January.

Joining him in the wooing, Kenny said, was Laura Lang, who continues to run the agency's U.S. business and Digitas Health, reporting to Kenny. "Face it. We can only expand off a strong U.S. base," he said.

Rutherford will continue to operate from London when he starts at Digitas in September. He will remain at Unilever for a period to manage the transition, Kenny said.

In addition to his global expertise, Rutherford has been a key leader behind Unilever's successful drive into digital media. Its efforts on behalf of the Dove brand have drawn international acclaim.

"He understands Yahoo, Microsoft, and Google," said Kenny.

Rutherford's direct reports will include Corey Torrence, president, Prodigious Worldwide--the agency's new digital production company; Norm Johnston, president of Digitas London; and Greg Green, senior vice president and head of Digitas' media operations and technology division.

Global reach has become a major focal point for many agencies, but for Digitas in particular.

"The explosion of digital media worldwide has had a major impact on how brands communicate," Kenny said. "If they are to win, they need the capabilities to manage digital communications in every market they serve."

Prior to joining Unilever in 1998, Rutherford served as a director at Ogilvy & Mather Europe. He began his career with Dorlands Advertising in 1984.

"It's always been a personal ambition to be at the leading edge of brand communication and a privilege to help instigate worldwide communication channel planning for Unilever," said Rutherford, in the statement announcing his arrival. "I'm equally privileged to be asked to lead the global expansion of Digitas and to bring my experience to bear on its world class organization, people and portfolio of clients."