Initiative Splits Innovations, Digital Units, Rosner To Run Innovations
Nearly a year after combining the operations, media shop Initiative is now de-coupling its Innovations and Digital units.
The move comes after MillerCoors consolidated its nearly $400 million (per Kantar) media assignment, with Initiative earlier this month. Spending includes nearly $11 million in digital, per Kantar.
A rep for the agency said a decision was made that the growth in business at both Innovations and Digital made it too big to be run as a single operation. Dave Rosner, who was named executive vice president/director of Digital & Innovations a year ago, will now return full-time to running the Innovations operation as executive vice president/director of Innovations for North America.
The shop has identified a top candidate to come on board as head of East Coast digital operations, which Rosner had overseen, and expects to make an announcement soon. Like Rosner, that person -- who would be responsible for the digital business for MillerCoors, Hasbro and other clients -- would report to Michael Hayes, the agency’s global president, digital communications.
Meanwhile, Innovations has also promoted two executives to co-lead the unit’s West Coast operation, including Shane Rodack and Shant Tutunjian. Rodack will oversee work for Hyundai, Kia, Vizio and Carl’s Jr. Tutunjian will be responsible for the Lionsgate production studio and other clients.
Separately, Kenton Langstroth has been promoted to director, Innovations for the New York office, overseeing clients such as insurer USAA, Hasbro and Arby’s.
Rodack and Langstroth are Initiative veterans. Tutunjian joined the agency from E! Entertainment, where he worked with the Marketing Solutions team to develop integrated sponsorship programs. All three will report to Rosner.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
2 comments on "Initiative Splits Innovations, Digital Units, Rosner To Run Innovations".
Leave a Comment