• by Joe Mandese , February 6, 2008

Interpublic's Initiative Worldwide Tuesday officially named Tim Spengler president of Initiative USA, and Alan Cohen president of Initiative West and Worldwide Innovation. The reorganization, first reported Monday by MediaDailyNews follows the elevation of Richard Beaven to CEO of Initiative Worldwide, succeeding long-time chief Alec Gerster, who retired.

Spengler, who was chief activation officer, will be responsible for all aspects of U.S. operations, and will join the Initiative Worldwide leadership team, reporting to Beaven. He will also oversee Interpublic's Magna unit in conjunction with his counterpart at sister agency Universal McCann: UM President Mary Gerzema.

Cohen, meanwhile, expands his role to a global function. In addition to overseeing Initiative's West Coast operations, and leading major accounts like CBS/Showtime and Hyundai/Kia, he will focus on spreading the successful "innovations" philosophy and approach that has served Initiative North America so well to other markets worldwide.

The exposure, in turn, will come back to benefit U.S. clients and operations, he said, by keeping him abreast of developing platforms and applications in other regions around the world.

Cohen will report to Beaven in his global role, and to Spengler in his U.S. capacity.