Initiative Entertainment Formed for CBS, Showtime

Media Agency Bulks Up TV Prowess

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New York ( -- Initiative Worldwide has launched a new entertainment practice to handle its newly won CBS and Showtime account and recruited a pair of TV marketing vets to run the business.

The Interpublic Group of Cos.'-owned media agency has tapped Exec VP-Managing Director Alan Cohen to oversee Initiative Entertainment, a new unit dedicated to the $130 million CBS Corp. business that Initiative won in March following a review.

Mr. Cohen has brought in a pair of TV vets to run the account. John Nuzzi, a former ABC Television Network marketing exec, will join as senior VP-group account director and provide strategic direction and integrate agency resources on the account. Greg Castronuovo, who has developed campaigns for NBC, Fox and other companies, will join as VP-group account director, responsible for day-to-day activities on the account.

Mr. Cohen will continue in his role as head of the Initiative Innovations group.
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