Initiative Reorgs Innovations

Interpublic Group’s Initiative is reorganizing its Innovations group and has promoted Dave Rosner to svp of the division, which specializes in creative activations for clients.

Rosner (shown) replaces Jason Meil, who joined the division in September 2008 from cable network Current, and who is heading back to his home town of San Francisco to pursue other interests. Sources described the parting as mutual and amicable.

Rosner previously headed Innovations New York, reporting to Meil, who reported to Initiative U.S. president Tim Spengler. Rosner will now report to Shane Ankeney, evp, managing director, responsible for planning research and strategy at Initiative.

Spengler credits Rosner with “hitting it out of the park for us” in a number of recent new business pitches, including the recent $100 million Bayer Healthcare and $10 million Ameriprise wins as well as new assignments from AOL and other existing clients.

Spengler said Rosner is reporting to Ankeney — as opposed to himself — because, “I want to get the Innovations group closer to the planning teams,” who in turn work more closely with the clients day-to-day than he does. Previously, he said, the group was “too siloed.”

The Innovations unit was established in 2005 to develop techniques for maximizing the effectiveness of traditional media and to help clients understand and apply emerging media to marketing plans.

Commenting on the promotion, Ankeney said Rosner is “one of the most creative people in our industry and has the rare ability to turn original ideas into breakthrough marketing results for clients.”

Rosner, who will remain based in New York, said, “The secret of the Innovations team’s success is that we are pop culture addicts passionate about new technologies and emerging platforms and we’re immersed in the worlds of marketing, media and entertainment.”