MillerCoors will be handled by a separate MC Media unit, where Collins will lead broadcast buying duties. He will also take on added responsibilities in sports negotiations at Initiative.
Collins had been vice president and associate director of national broadcast. Prior to its success on the beer giant pitch, Initiative served as the MillerCoors buying agency for placements on this season's NFL telecasts.
The 36-year-old Collins has worked on the Coors business for 13 years, most prior to its recent merger with Miller.
"When we won the 2008 NFL broadcast business for MillerCoors, Kevin was the quarterback, and he was a key player in putting the entire account in the win column," said Tim Spengler, Initiative U.S. president.
Collins helped slot Coors in as the sponsor of a Thursday night feature on ESPN's "SportsCenter," among other deal-making on behalf of the brewing company. He will report to Ray Dundas and Kris Magel.
Also, Initiative said Dan Cohn has been promoted to vice president and director of national broadcast, where he will work with Collins on MillerCoors.