Tunnicliffe, 44, becomes the chief strategic officer, Initiative North America. He will oversee the company's US strategic offering and also develop strategy to target global new-business prospects. He will report to Alec Gerster, the chief executive of Initiative Worldwide, and work with Carolyn Bivens, the president and chief operating officer for North America.
Tunnicliffe has spent the past four years managing key international clients, including Unilever, across 38 markets. He said: "This is not a planning director job, it's a job to make sure we deliver the right things."