Bates Selects a Media Director

Bescoby, a Veteran of Initiative, Will Focus on Hyundai Business
LOS ANGELES–Janet Bescoby, a 10-year veteran of Initiative Media, has moved to Bates USA West as svp, media director.
She replaces Nan Vaughn, who left the agency two months ago. The terms of Vaughn’s departure were not clear. Bates executives declined to comment on her exit.
Bescoby now helms a 35-person department divided among Bates’ Irvine, Calif., office and several field offices. She reports to Bates USA West president/CEO Tim Hart and will work closely with Kevin Coyne, Bates North America’s New York-based evp, director of media and new technologies.
Bescoby’s primary assignment is to direct the Hyundai Motor America and Hyundai Dealer Association media business in the U.S., which accounts for more than $200 million in billings.
“We looked at more than 10 candidates, but Janet had the maturity and experience we needed,” said Hart.
The move comes following a year of turmoil in Initiative’s executive ranks, but Bescoby said that had little to do with her decision to depart. Rather, the position at Bates will allow her to shift her focus from administrative duties to a more hands-on role in which she will once again have “the opportunity to impact clients’ business.”
“At Initiative, the creative product was the media plan,” she said. “Here, I have the opportunity to work with the traditional creatives and get into the decision-making process up-front.”
Since February 1999, Bescoby had served as Initiative’s senior vice president, director of planning, Pacific region. She joined the company in 1990.
Prior to joining Initiative, Bescoby worked as a media planner and supervisor at Los Angeles agencies McCann-Erickson, Foote, Cone & Belding and DDB. She was advertising director at women’s fashion chain Lanz from 1982-86, and began her career in 1980 as an assistant planner at DDB, Los Angeles, where she worked on the Universal Studios and Porsche Audi Northwest accounts. K