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Initiative Europe recruits Bernard.(Brief Article)
Philippe Bernard, the former European president of Lowe & Partners Worldwide, is to take charge of Initiative in Europe in a rare switch at senior level from creative to media agency network.
As the European chief operating officer, Bernard replaces Sergio Lorca, who returns to Madrid to launch a youth-oriented agency.
Based in London, Bernard starts his new role on 26 April and reports to Marie-Jose Forissier, the chairman of Initiative Worldwide and the chief executive for Europe, the Middle East and Africa.
Forissier said: 'Bernard's vast experience managing key markets and handling top-level teams in Brussels, Paris, Madrid and London makes him one of the few true, leading European players.'
She added that his creative background will equip him with a 'fresh vision'.
Bernard said: 'I think that the real network is actually the media network. Media networks are extremely organised and deal with international issues in a very different way to a creative network. On one side, ...
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