Mobile expert assumes newly created role at IPG-owned Initiative.
Bader was president and co-founder of BrandInHand, which counts BestBuy and ABC News among its clients. The New York-based firm, with an additional office in Santa Monica, is also mobile agency of record for Procter & Gamble. (Bader is a columnist for ClickZ.)
Mobile strategy will be only part of Bader's charge at Initiative, where he will oversee "planning and insight" across the network, according to a release. Bader will report to worldwide CEO Richard Beaven and take a position on the worldwide leadership team.
"[I]t's the first time someone with a primarily digital career has been named to a chief strategy position" at Initiative, wrote Bader in an e-mail message, "reflecting the new requirements for leading in the new media economy." He noted that he had not yet started in the new position, and that "specific priorities have not been confirmed."
Prior to founding BrandInHand, Bader was SVP and managing director of Digital at MediaVest Worldwide, a division of Publicis. He was formerly the head of online enterprises at CSTV Networks (now CBSSports) and, prior to that, executive director of interactive marketing at Ogilvy.
"Having someone of Eric's reputation and experience - as an entrepreneur, strategist, digital visionary and outstanding client lead - will be of enormous benefit to Initiative as we move forward with our performance-led approach to communications," Beaven said in a written statement. "Eric will help our teams around the world take our work to the next level, so we continue to deliver breakthrough results for clients."
You can follow Douglas Quenqua on Twitter at @DQuenqua.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT