White to Lead Research, Analysis at Initiative

LOS ANGELES Interpublic Group media agency Initiative has added Anthony White as senior vice president, futures director, Western region.

White reports to Dave Ernst, executive vice president, futures and technology, and will supervise media research and analysis at the Los Angeles shop.

White, who holds a doctorate from New York University in culture and communication, specializes in new media such as DVDs and the Internet as well as convergent technologies like PVRs and video-on-demand. He will also work in traditional media.

After working on ground-level projects for clients such as Playboy Television Networks and Home Video Marketing, Viewer’s Choice (iN Demand) and NBC in New York, where for 10 years he held various senior senior-level research positions, White said the Initiative post gives him “a higher view. I think my hire here sets the tone for new media.”

White said he has already worked with several Initiative clients, including Hallmark and Home Depot.

Ernst called White “an innovator, a forward thinker and one of the industry’s most well-respected professionals.”