• by Wayne Friedman , November 28, 2008

Bolstering up its senior executive ranks, media agency Initiative has promoted Chris Neel to run its national broadcast group in Los Angeles.

Neel was promoted to senior vice president and director of national broadcast for Initiative's LA office, working on major clients such as Lionsgate Films & Home Entertainment and Dr Pepper/Snapple Group. Neel reports to Kris Magel, Initiative's executive vice president/ director of national broadcast.

Neel--previously vice president/director, national broadcast--joined the company 12 years ago, when it was Western International Media. Before that, he worked as a media executive at Lintas and then Mediaedge:cia.

One of his major assignments for Initiative has been the Home Depot business, one of the agency's largest accounts. He struck major TV agreements for the company with SEC football and "ESPN Game Day," as well as sponsorship deals with Discovery Networks, HGTV and others.

Neel also jump-started branded integration deals for Dr Pepper/ Snapple on shows such as "90210" and "Top Chef."

Initiative has had management upheaval recently; Alan Cohen, president, Initiative West and Worldwide Innovation, left earlier this year to become chief executive officer of OMD USA.

Two other senior Initiative executives, Greg Castronuovo and Jonathan Haber, also departed for OMD. Initiative's L.A. office is now run by John Nuzzi, executive vice president and managing director.