PHD's Fred Sattler to Join Initiative

Will Head Up Team for Hyundai-Kia Account

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DETROIT ( -- PHD's Fred Sattler will join Initiative as managing director on the newly won Hyundai and Kia accounts, he told Advertising Age at the Detroit auto show this week. Mr. Sattler, 51, said he'll be moving back to the Los Angeles area from his native Detroit, where he had been exec VP-general manager of Omnicom Group's PHD, Troy, Mich., working on Chrysler's account from 2004 until recently.
Fred Sattler
Fred Sattler

A spokesman for the Interpublic Group of Cos. media agency declined to comment and referred calls to the client, World Marketing Group, the media-management group for Hyundai Motor America and Kia Motors America. A World Marketing spokeswoman, who was with Mr. Sattler at the auto show, also declined to comment.

The University of Michigan graduate is a media pioneer. He established a much-copied media philosophy of combining account and media planning functions when he became the nation's first director of media strategy in 1995 during his 12-year stint at Omnicom's TBWA/Chiat/Day, Playa del Rey. In 1997, he joined Leap Partnership as director-media strategy, overseeing planning at its Chicago and Los Angeles' offices.

While at Chiat, he worked on Nissan's account for a decade before moving to the agency's San Francisco office as media director-managing partner after it won Levi Strauss & Co.'s media account. Media account wins, he said, have marked his professional transitions.

He returned to Detroit in 1999 with the assignment of consolidating Doner's media services shop within the agency's headquarters, a shift from letting its regional offices handle media buying and planning. He rose to exec VP-chief media officer at Doner, in southfield, Mich., and led a 190-person team that managed more than $1 billion in media for clients such as Mazda, May Co., Six Flags and Outback Steakhouse. He has served as a media-buying and -planning judge at Cannes.

Mr. Sattler started his career in Detroit with Campbell-Ewald, and also had stints in the Motor City with BBDO and JWT.
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