Jerry Hill, the former chief executive of the United News & Media sales company TSMS, has been appointed as the new group chief executive of Initiative Media UK.
Hill will head the agency, following its merger with Western, by taking on a wide role encompassing the UK, Ireland and the digital specialist Fastbridge. He will drive expansion in selected markets outside the UK.
Roy Jeans, the existing managing director of Initiative Media UK and Ireland, is promoted to the position of chief operating officer.
Hill and Jeans will work together in developing and diversifying the agency's services. Hill joins Initiative's European board, headed by the chief operating officer of Europe, Sergio Lorca.
Mike Tunnicliffe, the managing director of Western International London, has been appointed as the executive vice-president of Initiative Media Worldwide. He will report to Marie-Jose Forissier, the president and chief operating officer of Initiative Media Worldwide, and will work on integrating Initiative and Western before moving to a new role within the group.
Hill said: 'Initiative has an impeccable client list and there are some exceptional people at both agencies. This will be a great challenge. The two agencies coming together provides a real platform to move things forward.'
Jeans said: 'I'm very excited about the new merged operation. Jerry's appointment is a brilliant one for us. With Jerry and Sergio in the mix we'll have a great team.'
The new agency will become the third largest in the UK, with billings of pounds 442 million. Unilever and Johnson & Johnson are among its clients.