Initiative taps Spengler, Cohen for new roles


New Initiative Worldwide CEO Richard Beaven has promoted Tim Spengler to president of Initiative USA and Alan Cohen to president of Initiative West and worldwide innovation.

"Tim and Alan have been critical talents as Initiative has transformed into a media, marketing and digital company over the past 18 months," said Beaven, who assumed his post last week. "They have repeatedly proved themselves as the right leaders at the right time in our industry."

Initiative said that following Cohen's arrival at the agency in 2005 and Spengler's elevation to chief activation officer, Initiative pursued and won numerous significant new accounts, including Cadbury Schweppes, CBS, Showtime and Lionsgate.

In addition to designing many of Initiative's successful new business pitches, the pair has also been critical to the creation and implementation of Initiative's "Pod Punchers," five-second spots that air at the end of commercial breaks, circumventing DVR users' ability to avoid ads.

As president of Initiative USA, Spengler will be responsible for all aspects of the company's business, development and operations in the U.S. He will also join the Initiative worldwide leadership team, reporting to Beaven.

Cohen, who formerly served as executive vp and managing director of Initiative West, will manage Initiative's innovation and entertainment practice throughout the U.S. and continue to lead the company's West Coast-based clients and business in his new role. Cohen will also join the worldwide leadership team, reporting to Spengler on U.S. business and Beaven on global activities.

Spengler joined Initiative in 1993. Cohen spent nearly 25 years serving in senior management positions at 20th Century Fox, ABC and NBC before joining Initiative.