Initiative hired Eric Bader as Chief Strategy Officer, Worldwide. He reports to Richard Beaven, Worldwide Chief Executive, Initiative. Eric will become a member of Initiative's Worldwide Leadership
Team and will be based in New York. Previously, he co-founded and lead mobile marketing agency BrandInHand in 2007, which is Proctor & Gamble's agency of record for mobile. In the past, he has worked
with many major clients, including Walmart, IBM, Wendy's, Best Buy, American Express and Coca-Cola.