IPG Mediabrands has appointed Mat Baxter (pictured) as global chief executive officer, Initiative. Jim Elms, the group’s previous global chief executive officer, will remain as chairman of Initiative, as well as take on new responsibilities as managing director, Interpublic.
In his role as chairman of Initiative, Elms will continue to report to Henry Tajer and will additionally report to Philippe Krakowsky, chief strategy and talent officer of IPG and chairman of IPG Mediabrands.
In September 2015, Baxter was named global chief strategy and creative officer, IPG Mediabrands. In this role, he led the global launch of the network’s “Dynamic By Design” positioning, brand redesign and the recently launched D100, a ranking of the world’s top 100 dynamic brands. Baxter has been part of the leadership team at IPG Mediabrands since 2010.
“Today marks an exciting new chapter for Initiative. Anyone who knows Baxter will tell you that his energy, exceptional strategic skills and commitment to the business will instantly be felt around the Initiative network,” Tajer said.
“The opportunity to take an agency like Initiative and reshape it to best serve our clients and our people is a dream come true for me. Initiative is ideally positioned for growth and innovation – it has all the capabilities and resources of a large full-service agency, but is nimble enough to allow for flexibility in how we service our clients,” Baxter said.
“Elms will be an important asset as we continue to increase the level of collaboration across the IPG network with our media offerings. Media increasingly serves as the connective tissue for the range of marketing activities we deliver on clients’ behalf. In his new role at IPG, Elms will further enhance our ability to deliver on the promise of integration,” Krakowsky said.