To support the roll-out, the Interpublic network has hired Jonathan Fowles, the chief strategy officer at Initiative, as its first chief media officer.
Fowles starts on 21 September and will report to Richard Warren, the UK chief executive of Mullen Lowe Group. Fowles is tasked with "integrating media and comms strategy, thinking and ideas into the planning and creative processes" across DLKW Lowe, Lowe Profero and Lowe Open.
Before Initiative, Fowles worked at Manning Gottlieb OMD and PHD.
The launch may involve taking Mediahub, the Mullen Lowe Group US media agency, to the UK or bringing its expertise into the new unit.
Mediahub has offices in Boston, Los Angeles, New York and North Carolina. The number of staff at the Boston head office grew 30 per cent this year to 108 and accounts for about 20 per cent of Mullen Lowe Group’s US revenue.
Warren said: "Modern communications demand the integration of media and creative. Embedding a leader of Jonathan’s pedigree into our ‘hyperbundled’ process gives us a step change in capability."