NEWS9 August 2012

Initiative hires Nielsen duo to bolster analytics offering

North America People

US— Media agency group Initiative has hired Nielsen’s Michael Heberle and Richard Sussman as senior VPs and directors of US performance analytics. The move forms part of a restructuring of the agency’s performance analytics unit.

Heberle previously served as Nielsen’s head of European and North American promotion and practice area, while Sussman was VP and head of the digital media and entertainment practice. The duo will work with John Mossawir in the restructred team which will have different bases across the US.

Mossawir will work out of the New York office on key accounts including Hasbro, Merck and USAA, while Heberle will operate out of Chicago and focus on MillerCoors. Sussman will be based in Los Angeles with oversight for Hyundai-Kia, Dr Pepper Snapple Group and Lionsgate. All three will report into Bret Leece, EVP and director of performance analytics.