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.
They're arguably the most annoying video ad formats in existence, but soon they'll be a thing of the past, at least on YouTube.
On Thursday, Twitter reported its earnings for Q4 2016, and the results have raised questions about the company's long-term future.
From its $1.5 billion air cargo hub to its growing network of contract last-mile delivery drivers, Amazon is increasingly looking like a logistics company; but shipping and logistics giant FedEx isn't sitting idly by.
Havas Group's Meaningful Brands report delivers sobering news for brands: consumers wouldn't care if 74% of the brands they use disappeared off the face of the earth.