IPG Mediabrands agency Initiative is strengthening its analytics offering with three senior management changes. Bret Leece is promoted to Global Chief Analytics Officer, while Joe Masucci replaces him as Chief Analytics Officer for the US, and Andy Von Kennel joins as US Chief Client Officer.

Leece has played a key part in shaping the US team's approach to data and research, and proprietary media platforms Matrix and Real Lives - helping to embed of analytics into the broad range of the agency's activities for clients. He reports to Global CEO Jim Elms, who comments: 'Simply put, Bret has been a game changer in his role in the US. I am very excited to have him join our global team and deliver the type of proactive leadership on the critical data and research issues our clients around the world demand every day.'
Masucci joins from OMD where he was most recently Global Executive Director. Earlier he was responsible for marketing science and advanced analytics, led the creation of the firm's US Business Intelligence unit in 2007 and served on its US Operating Council.

Along with Leece, he will work closely with Chief Strategy Officer Sarah Power, and will report directly to Peter Mears, President North America who states: 'Adding a professional with the caliber of capability that Joe brings demonstrates our commitment to our industry leading data and analytics practice.'

Von Kennel, previously SVP Business Development and Integration at the parent company, takes responsibility for business leadership and account management for all US accounts, leading business development strategy. Mears, to whom he reports, describes him as 'tenacious and client-centric - two characteristics that align seamlessly with our FBDS [fast, brave, decisive, simple] culture'.

Web site: www.initiative.com .

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