Sources say the Publicis Groupe-owned agency will be rebranded as VivaKi Exchange and the exercise will be conducted simultaneously in India, China and other parts of the world where VivaKi has established its media exchanges.

However, when contacted, ZenithOptimedia CEO Ambika Srivastava declined to comment.

The change in the IMX brand will also bring in an enlarged focus of the agency on digital media buying which currently constitutes below 10 per cent of the total media buying deals.

The rebranding exercise will see VivaKi introduce its global digital tools to India in an attempt to help advertisers optimise the utilisation of digital advertising.

The tools will be adorned by the VivaKi Nerve Center (VNC) banner, the research and technology development arm of VivaKi.