Nearly a year after combining the operations, media shop Initiative is now de-coupling its Innovations and Digital units.
The move comes after MillerCoors consolidated its nearly $400 million (per Kantar) media assignment, with Initiative earlier this month. Spending includes nearly $11 million in digital, per Kantar.
A rep for the agency said a decision was made that the growth in business at both Innovations and Digital made it too big to be run as a single operation. Dave Rosner, who was named executive vice president/director of Digital & Innovations a year ago, will now return full-time to running the Innovations operation as executive vice president/director of Innovations for North America.
The shop has identified a top candidate to come on board as head of East Coast digital operations, which Rosner had overseen, and expects to make an announcement soon. Like Rosner, that person -- who would be responsible for the digital business for MillerCoors, Hasbro and other clients -- would report to Michael Hayes, the agency’s global president, digital communications.
Meanwhile, Innovations has also promoted two executives to co-lead the unit’s West Coast operation, including Shane Rodack and Shant Tutunjian. Rodack will oversee work for Hyundai, Kia, Vizio and Carl’s Jr. Tutunjian will be responsible for the Lionsgate production studio and other clients.
Separately, Kenton Langstroth has been promoted to director, Innovations for the New York office, overseeing clients such as insurer USAA, Hasbro and Arby’s.
Rodack and Langstroth are Initiative veterans. Tutunjian joined the agency from E! Entertainment, where he worked with the Marketing Solutions team to develop integrated sponsorship programs. All three will report to Rosner.