Initiative Restructures at the Top

By naming its East and West Coast managing directors to national posts last week, Initiative Media North America has made a radical restructuring.

The Interpublic Group of Cos. media network is moving from leadership divided along geographic lines to a national structure based on business disciplines.

Top executives at other media shops have functional rather than regional responsibilities, but Initiative’s setup is unusual in that it essentially creates two distinct units: traditional media planning and buying and “relationship marketing.”