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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT