Breen, Others Move Up at Initiative

NEW YORK Interpublic Group’s Initiative made several senior-level appointments today, naming Bant Breen to the new post of president, worldwide digital communications. The shop also named a new chief for the Europe Middle East and Africa region and new leaders for its Asia-Pacific and Latin-America regions.

The moves are part of a major reorganization that has been ongoing since Richard Beaven assumed the global CEO post in March, including a new approach to planning, called “Exchanges.” The shop has also introduced a new logo and has positioned itself as not just a media agency, but as a “media marketing and digital company.”

Commenting on the changes, Beaven said: “This is a new era for Initiative. The changes we have made will ensure that we are able to face the industry challenges ahead and take full advantage of all of the communications opportunities around the world for our clients.”

The agency has added significant new business this year, highlighted by the $700 million Hyundai/Kia account stateside and assignments from Hertz, Mars, Red Bull, Haier, Stella Group, Officeworks, Acuvue and others in different regions around the globe.

Breen has held several corporate strategy and new -media positions since joining IPG in January 2006. Most recently, he split his time between running IPG’s Media Lab and developing Initiative’s digital offerings.

Initiative’s new EMEA president is Mario Mateus, who was previously CEO of both Initiative Portugal and Mediabrands Portugal. Mateus replaces Dirk Wiedenmann, who has left the company.

Roger Camplisson was appointed regional representative overseeing Asia-Pacific ops, replacing King Lai, who has left the agency. Camplisson also retains his current title of CEO at Initiative Australia, a post he assumed in 2003 and a region he is credited with turning around.

Annetta Cembrano has been promoted to president of Initiative Latin America. Previously, she was CEO of Initiative Chile. She replaces Jean-Christophe Petit, who was promoted to president, Mediabrands Latin America.

Breen, Mateus, Cembrano and Camplisson also join Initiative’s global oversight body, the Worldwide Leadership Team.

Separately, the agency confirmed that Jerry Hill, who shifted from co-COO of the EMEA region this year to a corporate strategy post, has left the company.