• by Gavin O'Malley  @mp_gavin, January 11, 2011

Initiative on Tuesday said it promoted Michael Hayes to the newly created position of President of Initiative Digital. While continuing to run the agency's domestic digital operations, Hayes will now be responsible for the management and development of top global accounts.

Working with Eric Bader, Initiative's chief strategy officer, Hayes will also be expected to help develop the agency's worldwide business model. He will report to Bader as well as Tim Spengler, President of Initiative North America.

"Under this new structure, Michael will be able to accelerate our transformation efforts," Spengler said of the agency's ongoing expansion. Hayes previously served as executive vice president and Managing Director Digital for Initiative, where he oversaw a team of several hundred interactive media staffers in the United States.

Initiative on Tuesday also announced the addition of David Goodrich as executive vice president and director of digital. Goodrich most recently served as senior vice president, and director of digital communications for UM, where he guided digital media spending for clients including Sony and its Corporate, Pictures, Home Entertainment, Electronics and TV divisions.

Going forward, Goodrich will work with Jason Deal, senior vice president and director of Digital West Coast, and Ben Winkler, senior vice president and director of digital on the East Coast, on a number of initiatives, including the addition of new agency talent.

As part of the broader transition, Deal adds responsibility for management of the agency's social media unit Prophesee, while continuing to lead the Hyundai/Kia team.

Winkler will continue leading digital activities for the Bayer, Home Depot and the newly won USAA account among others.

Goodrich, Deal and Winkler will all continue to report to Hayes.