Initiative Hires Leading Social Media Expert to Head Prophesee

Initiative, a performance-led media communications company, has appointed Raquel Krouse to head up the network’s social media solutions division Prophesee. Raquel is an internationally-renown social media expert, who joins Initiative from IPG Emerging Media Lab, where she was Vice-President, Practice Lead, Social Media.

Taking up the position of Senior-Vice President, Director at Prophesee, Krouse will take charge of charge of a division of Initiative that has a proven track record of delivering cutting edge social media solutions that deliver marketing breakthrough for clients. Launched in 2006, Prophesee provides clients with a full-service social media solution from insight and strategy through to activation and performance measurement.

Krouse’s appointment reflects both the important work that the Lab does as an incubator for new ideas and growth opportunities, and the strategic decision to invest in talent in order to enhance Initiative’s offer to clients.

During her time at IPG’s Emerging Media Lab, Krouse became the go-to social media expert for IPG’s companies and clients. She drove the Lab’s thought leadership in social media, and provided expert consultancy, identifying social media opportunities for a wide range of international brands, including HP, Microsoft, Purina, American Airlines and Novartis. Krouse has also worked with a large number of media owners and strategic partners to deliver social media solutions.

Prior to joining the Lab, Krouse was a digital marketing consultant, specializing in interactive strategy, design and development services. Her career in digital and interactive services has also taken in senior roles at Omnicom’s CDMiConnect and LLNS (now Lyonheart).

Krouse will oversee Prophesee’s two international hubs, in London and New York. These hubs comprise teams of social media experts that service Initiative’s 91 offices around the world, working in 50 languages.

Prophesee’s offer to clients has four key pillars:

  • Always-on Monitoring Prophesee builds bespoke dashboard for clients that provide real-time access to buzz metrics and social media analytics.
  • In-depth Research and Reporting Prophesee provides clients with analyst-produced reports comprising in-depth contextual consumer analysis, emerging trends and strategic planning recommendations.
  • Strategic Consulting Prophesee teams utilize social media data and business insights to map out winning social media strategies for brands.
  • Performance-driven creative activation Working with Initiative markets, Prophesee teams develop ways for brands to have meaningful, lasting exchanges with consumers.

Bant Breen, President Worldwide Digital Communications, Initiative, said: “We are extremely excited to have Raquel join Initiative to drive Prophesee and take our social media solutions to the next level. She has already worked with some of our markets and we look forward to her building more performance-oriented social media solutions for our clients”.

Raquel Krouse, Senior-Vice President, Director, Prophesee, said: “This is really important time for me to be joining Prophesee. Initiative’s new performance-led approach to media communications combined with Prophesee’s growing range of expert services means that we will be able to offer more clients social media solutions that deliver breakthrough marketing results.”

About Initiative
Initiative ( is a media communications company that transforms media exchanges into marketing results through a commitment to performance. Initiative believes that all marketing should be performance-driven. Data, analytics and insight are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is the heart of Initiative’s unique process and culture. Owned by the Interpublic Group, Initiative is part of media management group Mediabrands and a partner of Magna, IPG’s centralized media negotiation entity. Initiative employs more than 2,500 talented professionals, working in 91 offices across 70 markets, worldwide. Initiative’s comprehensive range of marketing-led communications services include: research and insight, media planning and buying, digital communications solutions, content creation and evaluation and accountability services.

Primary Contact:
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