Richard Beaven appointed Initiative North America CEO

MUMBAI: Richard Beaven has been appointed as Initiative North America CEO. the announcement was made by Initiative Worldwide CEO Alec Gerster.

In this new role Beaven will be responsible for Initiative's offices in the US and Canada and will oversee the agency's communications planning, buying, research and business operations. He will be based in New York and report to Gerster.

"We are extremely pleased to add such a dynamic executive to run our key North American region. Richard created, implemented and led one of the best communications planning operations in the industry and has a proven track record of success in managing client business and cultivating organic growth. He is a forward-focused nimble executive and the ideal leader for North America," said Gerster.

"I am thrilled to have the opportunity to lead Initiative North America. It has a great heritage and success record. This is a fascinating period in the media business, and it is filled with exciting challenges for those who embrace and anticipate the changing environment. My experience building media influence and understanding into the heart of the development and execution of communication ideas has prepared me for this role, and I am thoroughly looking forward to being a part of the Initiative team," added Beaven.

Beaven was most recently MediaVest New York executive vice president and managing director. In that role he held management responsibility for The Procter & Gamble company. In 2004, he led P&G's communications planning review process, a pitch involving multiple Publicis Groupe companies in disparate locations in North America.

Prior to working on P&G, Beaven served as senior vice president, managing director for the Coca-Cola assignment. In addition to his account duties, he was instrumental in developing and driving consumer connections competencies across emerging media and consumer context planning.

Before relocating to the US, Beaven played a key role in the transition of Leo Burnett Media, an in-house UK media department into a separate company (Starcom) and the subsequent merger with its sister company Motive to form Starcom Motive.

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