Print This Page

AAAA Agency Search
Office Employees201-500
Total US500+
Total Worldwide500+
Tim Spengler, President, North America
Tim was named President of Initiative USA on March 1st. In his new role, Tim is responsible for overseeing the company’s U.S. operations, with an emphasis on developing media, marketing and digital capabilities. He is also part of the Initiative Worldwide leadership team, reporting to Worldwide CEO Richard Beaven. Additionally, MAGNA, the media intelligence and negotiating arm of Interpublic Group, reports to Tim and the President of sister IPG agency Universal McCann.

He previously served as Chief Activation Officer for Initiative North America, overseeing all channel activation efforts and the unification of all buying departments including national broadcast, local broadcast, print and online. Prior to that role, Tim was Executive Vice President, Director of National Broadcast, managing the operations of Initiative's network department.

Under his visionary leadership, Tim led the agency’s restructuring into a single consolidated activation unit, which has been a key catalyst in transforming Initiative into a media, marketing and digital force.

Tim has directed numerous breakthrough media executions for clients, most notably AOL’s “Running Man” activation, bringing the company’s ubiquitous brand icon to life in many high profile entertainment and sports properties; and The Home Depot’s exclusive marketing agreement with “Trading Spaces” on TLC, widely recognized as the model for future cross platform partnerships between brands and content.

Tim’s long list of retail client experience includes The Home Depot, Albertsons, Big!Lots, Victoria’s Secret, Jewel-Osco and many others.
Larry Orell, Chief Operating Officer, North America
As Chief Operating Officer, North America, Larry is directly responsible for the management of Initiative’s North American operations. Larry works closely with Initiative’s division heads and financial team to ensure that Initiative’s stable of resources and techniques are leveraged effectively throughout all regions. He is also responsible for the finance, accounting, human resources, information technology, real estate and organizational dynamics for all offices in the U.S. and Canada.

Larry joined Initiative in 2000 and is an industry expert with over 25 years of experience. He began his career at Grey Advertising and was quickly promoted to assistant group head, managing over 20 planning professionals serving Procter & Gamble. In 1983, Larry joined Lord Geller Federico and Einstein where he gained extensive technological experience, including playing a central role in the launch of IBM's PC, PCjr and Software. Prior to joining Initiative, he was the general manager of The Lord Group, a full-service agency.

Larry's extensive experience spans a wide range of categories, including automotive (Saab-Scania), oil and lubricant (Shell), Internet service provider (AOL), beverages/coffee brands (Chock Full o' Nuts, Poland Spring), corporate image (Hitachi, IBM), fashion (Anne Klein II), financial services (Key Bank, AT&T Universal Card), packaged foods (Kraft's Breyers Yogurt, Procter & Gamble's Duncan Hines, Jif Peanut Butter, Puritan Oil), health and beauty aids, over-the-counter (OTC) medicine (Alupent, Bayer, Dietac, Dulcolax, Teldrin), retail (RadioShack, The Sports Authority) and technology (IBM, Mita, TDK).

He is a member of the 4As Media Policy Committee and a former member of the Ad Council Media Committee and the BPA Media Directors. He has served as a guest speaker at the annual 4As Media Conference, as well as at the MPA's Annual Meeting Training Seminar.

Larry graduated with a Bachelor of Arts in accounting from Hofstra University. When not working, he spends time with his wife, Margie, his two daughters, Emily and Molly, and his dog Baxter.
Greg Walsh, Chief Financial Officer
As Chief Financial Officer, Greg is responsible for overseeing all financial, accounting and treasury processes for Initiative’s North American operation. He has a strong strategic and tactical expertise in finance and operational management, and received his MBA in Finance from Seton Hall University.

He joined The Interpublic Group’s corporate treasury department as an analyst in 1998 after starting his career in banking. One year later, he was brought on board at Initiative from IPG Corporate to assist in the agency’s merger with Western International Media, and placed in charge of moving the entirety of financial back-office functions from Los Angeles to New York.

From 1999-2002, he served as Assistant Treasurer for Initiative Worldwide, overseeing domestic treasury functions and evaluating capital transactions for the firm’s international offices. He was promoted to Finance Director for Initiative’s East Region in 2002, and served in that position until he was elevated to CFO in 2007.