Initiative, the IPG Mediabrands media agency, has hired industry veteran Anna Prendergast to serve as U.S. managing director of Rufus – Initiative’s Amazon-dedicated unit based in Los Angeles.
The Rufus offering includes client advice, strategy, communications design and partnership.
Prendergast most recently served as group account director at OMD, where she led the planning, strategy and investment teams for Apple’s U.S. advertising portfolio, consisting of a budget of over $800 million.
She is credited with helping to guide the brand’s evolution from traditional to digital media, including developing custom methodologies to predict and measure the impact of Apple’s cross-channel campaigns.
Earlier, Prendergast served as associate media director on the Nestle account at Zenith and account supervisor at Carat.
Prendergast joins Initiative’s growing LA team following several recent senior hires, including Sarah Robertson, U.S. President, (to whom she will report) and Nancy Yip Ramos, head of entertainment Amazon Prime Video.