Promotions, which become effective March 1, were the first to be made by new Initiative Worldwide CEO Richard Beaven.
Beaven called the execs “the right leaders at the right time in our industry.”
“Tim and Alan have been critical talents as Initiative has transformed into a media, marketing and digital company over the past 18 months,” Beaven said. “They are innovative thinkers driven by an innate curiosity and a drive to make things happen.”
Spengler and Cohen have together acquired accounts such as Cadbury Schweppes, Hyundai and KIA, CBS, Lionsgate, Citi Home Equity and Quiznos. They also helped create Initiative’s “Pod Puncher” concept, five-second spots that air at the end of commercial breaks and circumvent DVR ad zapping.
Initiative, a part of the Interpublic Group, handles media strategy for a wide range of companies, including AOL, Bayer, Coors, Home Depot, LucasArts and SC Johnson.
Spengler, who joined Initiative in 1993, was previously chief activation officer. He’ll now head all of Initiative USA’s business and report to Beaven as a member of the Initiative Worldwide leadership team.
Cohen was most recently exec VP and managing director of Initiative West; he will lead Initiative’s Innovation and Entertainment practice and be in charge of its West Coast clients. He’ll also join Initiative Worldwide’s leadership team.
Cohen’s credits include lengthy stints handling marketing at ABC and NBC; he joined Initiative in January 2005.