Initiative Ups Kevin Collins

Initiative has elevated Kevin Collins to senior vp, director, national broadcast.

In his new role, Collins will spearhead buying duties for the MillerCoors business, operating under Initiative’s new standalone unit, MC Media. Collins will also assume a larger role for the agency’s sports-TV negotiations.

Collins previously served as vp, associate director, national broadcast. Since beginning his media-buying career in 1995, Collins has developed a reputation as one of the industry’s leading experts in the sports marketplace. Among his more notable triumphs, Collins engineered Coors Light’s year-round Thursday Night SportsCenter integration on ESPN.  

Also getting a boost is Dan Cohn, who was promoted to vp, director, national broadcast, where he’ll assist Collins on MillerCoors. Cohn joined Initiative two years ago from GM Planworks, where he was involved in all of GM’s sports sponsorships.