Initiative has promoted its U.S. head of interactive operations Michael Hayes to executive vice president, managing director, digital, and tapped Amy Auerbach to lead its New York digital operations
as senior vice president, director, digital. Hayes has worked on many agency accounts, including Showtime, Hyundai, KIA and Dr Pepper Snapple Group. Auerbach joins Initiative from PHDiQ, the digital
arm of Omnicom media shop PHD, where she led its East Coast operations as director of interactive; clients included Chrysler, HBO, Discovery Networks, Siemens and AIG.