A day after Interpublic Group’s Mediabrands chose a new CEO, the ad holding company’s media buying agency Initiative has also decided that now is a good time to reorganize its digital department. Michael Hayes has been promoted to the newly created post of president, Initiative Digital from his previous role as the shop’s EVP, managing director for digital. At the same time, David Goodrich is being moved over from IPG sibling UM to become Initiative’s new managing director for digital.
Yesterday, Mediabrands, which serves as the digital and media hub for all the IPG media agencies, moved UM’s Matt Seiler over to fill the year-long vacant CEO post. The changes don’t have much to do with each other, though it does serve to highlight the ad holding company’s deeper digital push compared to a few years ago, when WPP and Publicis Groupe seemed to be pointing the way in terms of digital integration.
As for Hayes’ new role, he will help shape the design and evolution of the agency’s worldwide performance model. On that front, he’ll work with Eric Bader, who was hired by Initiative a year ago to serve as chief strategy officer. Hayes will be based in Los Angeles and report to Tim Spengler, president, Initiative North America, and Bader.

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