Initiative Names East Coast Chief

NEW YORK Interpublic Group’s Initiative has appointed Robert FitzGerald evp, managing director of the media agency’s East Coast region. He succeeds Larry Orell, who was recently promoted to COO of Initiative’s North American operations.

FitzGerald will be based in New York and report to Richard Beaven, who was appointed North American CEO in March.

“Robert’s diverse experience and his strong relationships with the global media community will continue to benefit our clients and serve as a welcome addition to our North American account teams,” said Beaven, in a statement.

An 18-year media industry veteran, FitzGerald previously served as president of Initiative in Japan and director of the agency’s North Asian operations.

Prior to working at Initiative, FitzGerald was managing director at OMD in China, where he was credited with helping build the obscure shop into a global player.

Throughout his career FitzGerald has worked with global marketers such as Unilever, Procter & Gamble, Coca-Cola, Nestle, Johnson & Johnson, McDonald’s and Pepsi.

Earlier in his career, he worked at Zenith Media in China and the U.K.’s CIA Media Network. He started his career at Lowe Howard-Spink in London. During his time at Lowe Howard-Spink, FitzGerald served as strategic planning director for the agency’s office in Poland, where he led key international accounts including Unilever, Nestle, Johnson & Johnson and Daewoo Motors.