Executive Vice President, Managing Director
Michael Hayes is the Executive Vice President and Managing Director of Initiative. He oversees the agency's digital marketing practice in the United States. This includes management of digital programs and campaigns for clients, including Hyundai/Kia, Bayer, Miller/Coors, Lionsgate, Dr. Pepper Snapple Group, Turbotax and Carl’s Jr.
Under Hayes' leadership, Initiative's digital team has grown from a handful of members to more than 100 people, increasing digital revenue by nearly 500 percent and distinguishing itself repeatedly in the process. Hayes has been an integral part of the agency’s re-invention as a digital force, and his expertise, passion and commitment to the power of digital media have shaped key elements of the agency's strategy. According to client Hyundai/Kia, Michael and team were a significant reason Initiative won their business.
Prior to Initiative, Michael spent nearly two decades as a pioneer of brand-based interactive marketing with both blue chip and entrepreneurial companies. He spearheaded the launch of several new businesses in the digital marketplace, including business-to-business and business-to-consumer initiatives for companies, such as Walt Disney Co., Bank of America, Mitsubishi Motors, Buy.com and Weightwatchers.com. He has a wealth of experience with experiential and direct response digital marketing, as well as emerging media, including mobile, online video, social networking, in-game advertising, podcasting, blog advertising, search engine marketing and optimization, and customer relationship management. Michael is a frequent speaker at national industry gatherings and trade events including OMMA and Ad Tech.