Ernst in New Initiative Media Research Post

NEW YORK Initiative Media North America has made its second major research promotion within a week, elevating David Ernst from director of IM Solutions to evp, director of futures and technologies.

Last week, the Interpublic Group media shop promoted Stacey Lynn Koerner to the new post of evp, director of global research integration at Initiative from svp, director of broadcast research. She will continue to report to Ernst.

In his new role, Ernst will lead the company’s research team in the development of technological tools that the agency hopes will lead to greater efficiency and intelligence in gathering data about consumers.

Throughout his 20-year career, Ernst has developed several methods of consumer-driven, brand-building approaches for media planning and buying, a representative said.

Along with Koerner, he initiated and directs Initiative Media’s exclusive research partnership with the Massachusetts Institute of Technology’s School of Comparative Media Studies. In 2002, Ernst co-authored a paper on understanding interaction and consumer media value that was delivered during the opening presentation at the prestigious Esomar (World Association of Opinion and Market Research) conference in Cannes, France.

Ernst was previously with TN Media, New York. He joined Initiative in August 2001 after Initiative absorbed TN following IPG’s 2001 purchase of the shop’s parent True North Communications. Prior to joining TN in 1997, he served as svp, associate director of research and strategic media insights at WPP Group’s Young & Rubicam, New York. Ernst began his career in 1980 in local market television and radio, where he held various sales, programming and management positions at WBFO-FM, WUWU-FM and WIXT-TV.