• by David Goetzl  @dgoetzl, January 30, 2008

On the heels of winning the hefty Hyundai and Kia account, Initiative has signed a former PHD executive to head the business out of its Los Angeles office. Fred Sattler, who had served as a consultant for Initiative during the successful pitch process, joins as executive vice president, managing director in charge of the planning and buying account.

Another new piece of business, Cadbury Schweppes, will also be operated from the West Coast.

Agency CEO Richard Beaven said Sattler has "been a pioneer throughout his career, and his comfort working in both traditional and digital environments makes him the right person" for the assignment.

Sattler, who will build a team to work on Hyundai/Kia, had been executive vice president/general manager for PHD in Detroit, working on the Chrysler account since 2004. In addition to more traditional duties, he also oversaw a consumer insights group and new interactive marketing group.

Sattler previously spent 12 years at TBWA/Chiat/Day in Los Angeles, becoming director of media strategy. In 1997, he joined Leap Partnership. Two years later, he joined Doner in Detroit and headed a team that worked on the Mazda account, among others.