Initiative Names Strategy Chief

Initiative has tapped digital expert Eric Bader as its global chief strategy officer, a new position at the IPG agency.
Bader will be based in New York and report to the shop’s worldwide CEO Richard Beaven.
In his new role Bader, 42, will shape strategic policy while working with other members of Initiative global management on major client issues such as integrating capabilities across multiple consumer touch points throughout the shop’s network.
One of the biggest challenges, said Bader, who starts in April, is “taking all the knowledge about consumer relationships that brands have at all of the complicated and constantly changing touch points and helping them figure out how to use them to drive sales.” He added: “As all agencies try to build around data, performance, insights and analytics, the key is integrating all of that — and for many clients, they need to do it around the world.”
Bader and Beaven have known each other for about five years since their days at Publicis Groupe’s MediaVest. Beaven hired Bader to set up that shop’s digital practice, working with clients such as Procter & Gamble and Coca-Cola.
Bader left MediaVest in late 2007 to join BrandInHand, a mobile startup company offering media planning and buying services for mobile clients and a mobile strategic consulting practice.
Beaven said that Bader’s combination of strategic, digital and entrepreneurial experience make him well suited for the new position. “He’s got an excellent set of skills that I think play into many of the things that clients are looking for right now,” Beaven said.
Bader’s remit is to “essentially lift and develop and evolve the overall strategic capabilities at Initiative across the world,” Beaven said. He’ll also be involved in “some significant client relations,” said Beaven.
Prior to MediaVest, Bader, a 2007 Mediaweek All-Star, led the online business at cable net CSTV (later purchased by CBS). He also spent seven years at Ogilvy & Mather, where he was executive director of interactive marketing and strategy. Earlier, he held positions at Eagle River Interactive and Hasbro Interactive, among others.