• by David Goetzl  @dgoetzl, March 4, 2008

Looking to facilitate the marriage of digital extensions with an on-air presence, Initiative has established a new unit to specialize in the area. Formed under the leadership of recently named U.S. agency head Tim Spengler, the group carries the moniker Amphibian.

The name is derived from an amphibian's ability to survive in two worlds--water and land--said Drew Corry, who will lead the group. He added that it will be staffed by "skilled and experienced professionals who are equally comfortable in the world of analog and digital marketing."

Corry reports to both senior vice president and director of broadcast Kris Magel and vice president, interactive, Phil Sloane.

So far, some five staff members are on board, with plans to bulk up. Clients involved are Bayer, S.C. Johnson, the Las Vegas Convention and Visitor Authority and Big Lots, all of which have given Initiative some oversight of both their traditional and digital media operations.

Examples of how Amphibian will function include the launching of a widget for S.C. Johnson related to its link with NBC's "The Biggest Loser." Aimed at promoting SCJ's Ziploc brand, the widget allows viewers to monitor their personal weight-loss efforts and receive tips on fitness and healthy eating. The widget receives on-air promotion on NBC.

For the Las Vegas visitor group, the E! network offers sponsored content, such as footage of Las Vegas club openings and celebrity gossip in Sin City on TV and multiple off-air platforms.

Corry said some Amphibian deals will be executed during the coming upfront.