Initiative Expands National Broadcast Department

NEW YORK Initiative Media North America has hired an industry veteran and promoted one already in-house to take on the newly created role of svp, group director of national broadcast.

Ray Dundas, formerly group director of national broadcast at OMD New York, has been brought in by Initiative. Based in New York, he will be responsible for the national broadcast operations of Initiative Media’s West Coast office, as well as key clients including Coors Brewing Co., Merck and S.C. Johnson.

Dundas is joined by Peter Butchen in the new position. Butchen, svp for national television, will oversee several of the Initiative Media’s largest direct accounts, including Bayer Corp., Burlington Coat Factory and Ross Laboratories. In his expanded role, he will also assume responsibility for Applebee’s, Gateway, Maybelline and others, an Initiative representative said.

Both will report to Tim Spengler, evp, director of national broadcast. Initiative’s national broadcast department is responsible for $2 billion in media spending and has an 85-person staff.

Dundas and Butchen will serve on the advisory committee of Magna Global, Initiative parent Interpublic Group’s network negotiating unit.

In his former position at OMD, Dundas was responsible for all buying aspects of the Vivendi Universal account. Prior to OMD, he spent over 10 years with Havas’ SFM/Media Planning in New York, most recently serving as evp, director of national broadcast. In that role, he ran the national broadcast department and oversaw the management of $1 billion of national broadcast buying for 25 clients. Dundas was also lead negotiator for five upfronts and worked with clients across key business sectors, including automotive, consumer products and pharmaceuticals, an Initiative representative said.

Butchen joined Initiative Media in 1999 when The Botway Group was acquired. Over the years he has negotiated national television for many advertisers including Unilever United States, Sun Microsystems, Radio Shack, Carter Wallace, Zenith Electronics and Conair.