Bivens Replaces Lotito at Initiative

NEW YORK — After only a year as Initiative Media’s managing director of the western region, Carolyn Bivens has been named president and coo, replacing Mike Lotito, who resigned last month to take a position at the media agency’s parent, Interpublic Group.

Bivens will oversee operations for Initiative’s 20 U.S. offices and will manage all direct client business. Unlike Lotito, who was based in New York, Bivens will be based in Los Angeles.

Before coming to Initiative, Bivens was associate publisher of USA Today.

In another personnel shift at Initiative, Jim Bell, the agency’s managing director, has been named president and coo of IM121, a new business unit specializing in relationship marketing. The new venture will cover Initiative subsidiaries that handle research, multicultural marketing, direct response, as well as managing new acquisitions. Bell has been with Initiative since 1999.

The change in Bivens’ and Bell’s responsibilties reflects a shift from managing Initiative’s business by region to a more comprehensive national view based on different disciplines, a spokeswoman said.