Initiative has hired Christiana Messina as vice president, strategy director for the agency's West Coast offices: Los Angeles and San Diego. She will play a key strategic role for several of
Initiative's largest clients, including Hyundai and Dr Pepper Snapple, while driving its efforts in research and insight. Previously, Messina was a senior account planner at Ogilvy West, where she
worked with Cisco Technologies and Nature Made. Before that, she was a research strategist at Carat.