• by Fern Siegel , August 13, 2009

Initiative has kicked off the second stage of its reorganization under CEO Richard Beaven by revamping its management structure. To better position itself in the global marketplace, the company has named Mauricio Sabogal as worldwide managing director -- a new post. Sabogal joins Initiative from Omnicom Media Group, where he was CEO, Latin America.

In addition to his responsibilities at Initiative, Sabogal will also assume the role of Mediabrands president, Latin America. The previous president, Jean-Christophe Petit, will become part of the EMEA leadership team, and will oversee Southern Europe in collaboration with Graham Duff.

Sabogal is a seasoned media executive. In 2005, he was appointed president of the OMD Worldwide Creativity Council and promoted to CEO of Omnicom Media Group in the region two years later, taking on PhD, as well. Previously, he was director of Nielsen Media Research, Latin America.

Beaven called the Sabogal appointment a "real asset" for Initiative.

Also, Initiative named Janet Fitzpatrick to a new role: president, worldwide clients. Fitzpatrick was formerly worldwide director of communication planning at Initiative. She is charged with driving results across Initiative's diverse client portfolio. Sarah Ivey will take on Fitzpatrick's previous role and strategic planning duties. Erin Flaxman has been promoted to worldwide client director.

To enhance its digital efforts, Initiative has promoted Karin Baatsch-Deboulet to a new post: chief technology catalyst, worldwide. She steps up from director of worldwide operations.

Finally, Tim Spengler, president USA, has been promoted to president North America, taking on additional responsibilities for Canada.

Key wins for Initiative over the past 12 months include Cadbury, The Home Depot, Hyundai Kia, Marionnaud, MillerCoors, Rabobank, Telekom Malaysia and Vodafone.