Initiative Media Bolsters National Broadcast Staff

NEW YORK Initiative Media North America has hired an industry veteran and promoted one on staff to each assume the newly created role of senior vice president, group director of national broadcast.

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

Peter Butchen joins Dundas in the new position. Butchen, senior vice president for national television, will oversee several of Initiative’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 and Maybelline, among others, an Initiative representative said.

Both will report to Tim Spengler, executive vice president, director of national broadcast. Initiative’s 85-person national broadcast department is responsible for $2 billion in media spending.

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 as executive vice president, 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, who joined Initiative in 1999 when The Botway Group was acquired, has negotiated national television for advertisers such as Unilever, Sun Microsystems, Radio Shack, Carter Wallace, Zenith Electronics and Conair.