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NEW YORK (AdAge.com) -- Omnicom Group's media shop OMD has poached two key members from rival media shop Initiative.

Greg Castronuovo, Initiative's senior VP-entertainment, will take over as managing director of OMD West, and Jonathan Haber, director of Initiative West's Innovations department, will head a new creative group at OMD, dubbed "The Factory: Ignition 3.0." Mr. Castronuovo, who is based in New York and will make the move out to Los Angeles, and Mr. Haber join OMD about three months after Alan Cohen, the former head of Initiative's West Coast operations, took over the media shop's U.S. operations.

Meanwhile, Initiative, part of Interpublic Group of Cos., has promoted another key member of its West Coast team to replace Mr. Cohen. John Nuzzi, formerly senior VP-group account director, will take over as managing director of the West Coast region, which has been largely credited with the agency's hot new-business streak in the past 18 months. Mr. Nuzzi, who joined Initiative in 2006 after working for nearly a decade at ABC, was the head of the agency's Lionsgate Films account, which has won Initiative numerous accolades.

"John has been a significant component of the reinvention of Initiative as a media, marketing and digital company and our performance over the past 18 months stems in large part from his team consistently delivering ground breaking work," Tim Spengler, president of Initiative's U.S. operations, said in a statement.

At OMD, Mr. Castronuovo, a longtime media and marketing executive, will be responsible for managing and developing OMD's clients in Los Angeles, San Francisco and Seattle. Mr. Haber will be charged with coming up with new media and creative ideas for OMD clients.

"I have known Jon and Greg for a number of years and couldn't be more excited about welcoming them into the OMD family," Page Thompson, CEO of OMD North America, said in a statement. "Jon will help us deliver breakthrough work for our existing and new clients and Greg's experience will help us grow the West Coast into the leading agency in the region."

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CORRECTION: An earlier version of this story incorrectly reported that Greg Castronuovo was part of Initiative's West Coast office. He was, in fact, based in New York.