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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. 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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.