News Brief

Initiative Strengthens Digital Team

Initiative has promoted its U.S. head of interactive operations Michael Hayes to executive vice president, managing director, digital, and tapped Amy Auerbach to lead its New York digital operations as senior vice president, director, digital. Hayes has worked on many agency accounts, including Showtime, Hyundai, KIA and Dr Pepper Snapple Group. Auerbach joins Initiative from PHDiQ, the digital arm of Omnicom media shop PHD, where she led its East Coast operations as director of interactive; clients included Chrysler, HBO, Discovery Networks, Siemens and AIG.

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