Initiative Builds Unit for TV Net

NEW YORK Initiative said it has launched a dedicated entertainment department to handle the national CBS and Showtime businesses.

The move comes six weeks after Interpublic Group’s Initiative won the estimated $130 million account, besting Aegis Group’s Carat, the incumbent, and Omnicom Group’s OMD.

The unit, set up to focus on the strategic positioning of the CBS and Showtime brands, will be overseen by Alan Cohen, executive vice president and managing director of innovations and entertainment, who will manage the group based in Los Angeles.

In addition to Cohen, John Nuzzi and Greg Castronuovo will serve as bi-coastal senior vice presidents and group account directors in Los Angeles and New York, respectively.

Nuzzi joins Initiative from ABC TV, where he served for eight years, most recently as vp of affiliate marketing. In his new position, he’ll provide strategic direction and management on the account and oversee the integration of agency resources and planning and buying operations.

Castronuovo will oversee East Coast account management for CBS and manage the day-to-day activities of the Showtime account. He was most recently the founder of Cre8tion TV, an entertainment marketing consultancy.

Jonathan Haber, based in Los Angeles, was promoted to account manager, innovations, from project manager and will be responsible for managing client relationships as well as building creative media programs for new and traditional media.

“Advancements in emerging media and technology and the ability to provide best-in-class consumer reach vehicles, allow us to bring our clients to the forefront of the media and the digital world,” Cohen said.

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