Initiative Media is strengthening its internal management structure by
promoting both Graham Appleby and Nick Daly to the newly created role of
Daly was previously Initiative’s planning director, while Appleby has
been working as the agency’s marketing director for the past year.
Daly and Appleby will now take responsibility for handling individual
client accounts, promoting Initiative’s various resources, such as its
Innovations Centre and bespoke research, as well as taking on general
Phil Georgiadis, Initiative’s chief executive, said that the media
director titles better reflected the jobs that Appleby and Daly had been
doing and would serve to simplify the management line-up at the company.
The abolition of the planning director role follows the decision to
integrate the planning function right through the agency. Initiative’s
account managers will now take on the new title of media planning
Georgiadis said that the move was meant to ‘ensure that the planning
function is as close to the brands as possible, rather than being the
ultimate responsibility of a single person’.
Appleby relinquishes his marketing post to return to day-to-day media
management. Georgiadis said: ‘Graham is an excellent media operator,
with lots of experience working on clients’ business. I want to make the
most of that expertise.’
Georgiadis is now looking for a new-business manager to take charge of
expanding the company’s business base, and has already appointed a
headhunter to line up candidates for the task.