• by Joe Mandese  @mp_joemandese, January 13, 2011

Interpublic's Initiative unit has reorganized its digital team, promoting Michael Hayes to president-digital, and recruiting David Goodrich from sister shop Universal McCann as its new executive vice president-digital director.

Initiative said the restructuring is intended to accelerate its "interactive and social offerings."

Hayes, who will be based in Los Angeles, previously was executive vice president-managing director digital at Initiative, picks up oversight of key global accounts while continuing to run Initiative's U.S. digital operations, and will work closely with Initiative Chief Strategy Officer Eric Bader to whom he will report, as well as to Initiative North American President Tim Spengler.

Goodrich was senior vice president-director digital communications at UM, and before that was with Publicis' Moxie Interactive unit.