Initiative Names COO

NEW YORK Initiative has named Larry Orell chief operating officer and Amanda Ploughman executive vice president, director of business development.

Both executives will be based in New York and report to Richard Beaven, who last week was named chief executive officer of the Interpublic Group-owned media agency’s North American operations.

Orell, 49, had been evp and general manager of Initiative’s Northeast region for six years. Prior to that, he served as general manager of the Lord Group. Carolyn Bivens, Initiative’s last North American COO, vacated the post last year to become commissioner of the Ladies Professional Golf Association.

Ploughman most recently oversaw Initiative’s Canadian operations at the agency’s Toronto office. Her job heading new business development is a new one at Initiative.

Commenting on Orell’s promotion, Initiative worldwide CEO Alec Gerster said in a statement, “In his former role, Larry developed a strong team of executives and provided clients with sound leadership and stability through a period of tremendous change in the media industry.”

Orell will continue to play an integral role in the global agency network, said Gerster, responsible for finance, accounting, human resources, information technology, real estate and organizational dynamics within the North American region.

Gerster also noted Ploughman’s experience working on a “wide range of business across all client categories. I am confident that with her extensive experience and elegant thinking she will excel in this new role.”