Interpublic Group's Initiative has promoted Michael Hayes to the position of executive vice president, managing director. Most recently EVP director, digital, Hayes will now share greater responsibility for the agency's ongoing efforts to expand its digital expertise.
"Further infusing digital tools, platforms and techniques into our daily working practices will be essential," said Tim Spengler, president, North America at Initiative.
As managing director, Hayes will retain his digital leadership responsibilities, which cover the strategic, organizational and operational management of Initiative's digital and emerging media teams and products.
Shane Ankeney, EVP, managing director, will also take on a strategic and implementational performance duties, in addition to his role as lead for Initiative's New York office.
Ankeney will now assume overall responsibility for planning across Initiative USA, and will oversee the integration of performance into Initiative's planning approach -- Exchanges -- and for the ongoing expansion of its planning capabilities.
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.
The promotions represent a larger and ongoing rebuilding effort. Earlier this month, Eric Bader was named Initiative's new chief strategy officer, Worldwide. In 2007, Bader co-founded mobile marketing agency BrandInHand -- presently Procter & Gamble's mobile agency of record.