Initiative Hires Interactive Marketing Exec

NEW YORK Initiative said it hired Michael Hayes to run its interactive media and marketing services.

The Interpublic Group-owned media shop said Hayes joins as vice president of interactive marketing. In his new role, Hayes will oversee Initiative’s accounts with Bank of America, the Las Vegas Convention and Visitors Authority and Cox Interactive, among others. Hayes is based at Initiative’s Los Angeles office.

Hayes, 38, comes to New York-based Initiative from direct response interactive agency 10th Degree, where he was head of the media services and planning group. His accounts there included Mitsubishi Motors, IndyMac Bank and The Orange County Register.

Prior to 10th Degree, Hayes worked for 10 years at Walt Disney Co., where he handled Internet projects for Disneyland and the company’s travel division.

“Michael is an interactive marketing pioneer,” Carolyn Bivens, Initiative North America’s president and chief operating officer, said in a statement. “His experience in this relatively young facet of our business dates back to its inception, which has enabled him to define its evolution.”