• by Gavin O'Malley  @mp_gavin, March 8, 2010

Interpublic Group's Initiative on Monday named Eric Bader as its new chief strategy officer, Worldwide. In 2007, Bader co-founded mobile marketing agency BrandInHand -- presently Procter & Gamble's mobile agency of record. In his new role, Bader will be expected to drive strategy, planning and insight across the agency's network.

Reporting to Richard Beaven, Worldwide chief executive, Bader will become a member of Initiative's Worldwide Leadership Team. "Eric will help our teams around the world take our work to the next level," said Beaven.

He will work closely with Initiative's director of communication planning, Worldwide, Sarah Ivey, on the development of Initiative's end-to-end planning approach Exchanges, and with Bant Breen, Worldwide president of digital communications, to drive integrated digital capabilities.

Bader will also work with Jeffrey Graham, Worldwide director of performance, as Initiative rolls out a performance-based approach to communications.

Initiative has done work for a long and diverse list of clients, including Bayer, Big Lots, Cadbury Schweppes, Computer Associates, Gateway, Hardee's, and Hitachi, to name a few.

Last year, the agency successfully defended the media-buying and planning portion of The Home Depot account, while adding digital, strategy and "innovations" assignments, as well.

In 2008, the agency experienced a major management shuffle with Alan Cohen, president, Initiative West and Worldwide Innovation, leaving to become chief executive officer of OMD U.S.A. The agency still managed to win nearly $1.5 billion in new U.S. billings -- most of it from Hyundai/Kia, MillerCoors, and the Dr Pepper Snapple Group.

Bader's appointment represents a larger and ongoing rebuilding effort. Last May, for one, it named former TBWAChiatDay exec Shane Ankeney as its new executive vice president and managing director, U.S., where he will be responsible for planning, research and strategy.

Along with Procter & Gamble, other clients that Bader worked with at BrandInHand included Walmart, IBM, Wendy's, Best Buy, American Express and Coca-Cola.

Before creating BrandInHand, Bader was SVP and managing director of digital at MediaVest Worldwide.