IPG Mediabrands-owned comms agency Initiative has promoted Tracy-Ann Goodwin to the role of Vice President, Director of Insight & Strategy, responsible for working with account teams and leading the development of consumer insights.

Initiative uses data, insights and creativity to help drive clients’ business results, and says that data, analytics, insight, strategy and innovation are central to all its services. The firm employs more than 550 professionals in the US and Canada, and its worldwide network based in London is comprised of more than 2500 executives working in 91 offices across 70 markets.

Goodwin (pictured) joined Initiative in Dublin in 2008 as an Account Director, and early last year, moved to the firm’s New York office as Director, Insight & Strategy. Prior to Initiative, she was a Digital Planner at Carat and a TV Buyer at Mediacom in Ireland.

In her new role, she reports to Sarah Power, EVP, Director Insight and Strategy for Initiative US, who comments: ‘Having worked with Tracy-Ann for a year now it is evident that strategic thinking is where her passion lies. Since her move here from our Dublin office, her desire to affect positive change has helped make a real impact on our clients businesses.’

Web site: www.initiative.com .

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