Initiative bets on its division of media and social networks with a new signing

Initiative, the media, marketing and digital agency of the IPG group, continuing with its focus on results orientation, has appointed Raquel Krouse as head of the new division specializing in Solutions in Media and Social Networks, Prophesee. Raquel is a recognized international social media expert who joins the Initiative from the IPG Emerging Media Lab, where she was Vice-President of Social Media.

Assuming the position of Senior Vice President and Director of Prophesee, Raquel will be responsible for managing the Initiative division that is responsible for monitoring the activity of its clients’ brands in social media and networks. Launched in 2006, Prophesee provides advertisers with complete solutions for measuring and diagnosing the brand’s reputation on the network, determining which is the best strategy to follow in social media.
The appointment of Raquel reflects the important work that the IPG Emerging Media Lab has been developing as a catalyst for new ideas and opportunities for growth in emerging media, and the strategic decision of the agency to invest in talent in order to improve the Initiative offer. For your customers.

During her stay at the IPG Emerging Media Lab, Raquel became one of the most reputable social media experts for IPG companies and their clients. In this period he led this laboratory in his task of implementing digital strategic thinking within the media, providing expert consultancy and identifying social communication opportunities for a wide range of international brands such as HP, Microsoft, Purina, American Airlines and Novartis. Raquel has also worked with numerous communication groups and strategic partners to offer customized communication solutions.
Prior to joining the IPG Emerging Media Lab, Raquel was a digital marketing consultant specializing in interactive strategy, design and service development. His career has been developed mainly in digital media and he has also held important positions in CDMiConnect Omnicom and Llns (now Lyonheart).

Raquel will oversee the two Prophesee centers, which are currently located in London and New York. These centers of excellence have several teams of experts in the management and measurement of activity in media and social networks and will support 91 Initiative offices around the world, working in 50 languages.

Bant Breen, Worldwide President of Digital Communications at Initiative, said: “We are tremendously excited about the idea of ​​Raquel joining Initiative to lead Prophesee and our social media communication solutions to the next level. with some of our clients and we are impatient to start building media solutions with them for our results-oriented clients. ”

Raquel Krouse, Senior Vice President, Director of Prophesee, said: “It is very important for me to be able to join the Prophesee project.” Initiative’s new performance-based approach combined with the wide range of specialized services offered by Prophesee means that we will be able to offer our customers more social media solutions that provide better marketing results. “

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