Initiative names Mat Baxter global CEO » Media in Canada

Initiative names Mat Baxter global CEO

Former CEO Jim Elms has moved into the role of chairman, as well as managing director of Interpublic.

JimElmsWith Jim Elms (pictured, right) moving into the role of chairman at Initiative, the agency has announced that Mat Baxter will replace him as its new CEO.

As the new chairman of Initiative, Elms is also the new managing director of Interpublic and will work to develop more collaboration between IPG Mediabrands and Interpublic agencies.

In December last year, IPG Mediabrands folded m2 into Initiative in Canada, as part of a strategy to create a single unit to serve clients. As part of that move, then Initiative president Adam Luck was named head of digital growth and innovation at IPG Mediabrands, overseeing Reprise Media. Early this year the agency chose Helen Galanis to take over as president. 

Baxter moves into CEO role from his previous position as global chief strategy and creative officer at IPG Mediabrands and has been a part of the leadership team since 2010.

As the chairman at Initiative, Elms will continue to report to Henry Tajer. For his IPG role, he will also report to Philippe Krakowsky, who is chief strategy and talent officer of IPG and also chairman of IPG Mediabrands.