• by Steve McClellan  @mp_mcclellan, September 1, 2011

In the first of what is likely to be a number of similar appointments throughout Initiative's worldwide network of offices, the agency's UK operation has named Onur Ibrahim to the new position of social communications director.  

The appointment signifies the growing role of social media in the marketing plans of advertisers, the agency said.

Ibrahim is tasked with ensuring that social-media activities are fully integrated into Initiative's overall planning for clients. As he proceeds, the agency indicated that Ibrahim would work closely with the shop's digital, research and insights teams.

An agency rep indicated that Ibrahim's position "is purely UK, but it is likely that other roles of this nature will be created around the network in recognition of the importance of social in our performance-led approach to communications."

In the U.S., the agency has a unit called PropheSEE that orchestrates social-media efforts for clients. That operation is overseen by Senior Vice President Jason Deal.

Other agencies have recently been creating new social-media posts, as well. In April, Publicis Groupe's VivaKi created a chief social media officer post and appointed Michael Wiley, a former Edelman executive, to fill it. Late last year, Starcom MediaVest Group's UK office appointed Mat Morrison to the position of social-media director.

Most recently, Ibrahim was a social-media analyst at Wunderman UK, the WPP unit. Earlier, he was a digital strategist at agency RPM. He was also a co-founder of a company called Gnomen.co.uk that specializes in property management customer relationship marketing, but sold his interest in the firm several years ago.

Commenting on the importance of the appointment, Alex Altman, CEO, Initiative UK, stated: "Social media involves so many areas -- not least is the ability to listen to what consumers are saying about brands." He added these insights would help execute communications plans for clients.