King Takes Worldwide Insight Role at Initiative

Interpublic media agency Initiative has hired Kendra Hatcher King for the newly created role of Worldwide Director of Insight and Innovation.

Previously King served as SVP and Director of Contextual Planning at Publicis Groupe's Starcom MediaVest Group (SMG), and Account Planning Director at Done Coleman Advertising (now GlobalHue). Earlier in her career, she held brand and account planning roles at WestWayne and Leo Burnett.

In her new position, King is tasked with uncovering consumer insights, and will focus on helping a number of the firm's clients grow their brands. She will report to Global CEO Richard Beaven, with whom she previously worked at SMG.

'What we do is fundamentally rooted in human behavior and trying to understand it and change it,' states Beaven. 'The addition of King is designed to elevate our game in terms of human insights.'

In addition to her new responsibilities, King will also provide input on diversity and multicultural issues at Initiative.

Web site: www.initiative.com .