Initiative Media Exec Named CEO

* Lou Schultz has been promoted to chairman and chief executive of Initiative Media Worldwide, the New York-based media-buying company with such clients as Walt Disney Co., America Online and Unilever. Schultz, who has served as chairman and chief executive of Initiative’s North American operation since Jan. 1, will continue to work out of the company’s Los Angeles office. The promotion will take effect Sept. 30. Schultz replaces Larry Lamattina, who oversaw the 1998 merger of Los Angeles-based Western International Media and Initiative Media Worldwide, a European media buying company. Initiative Media Worldwide, the company created by that merger, is owned by Interpublic Group of Cos. (Greg Johnson)

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Advertising agency Beyond Interactive, which specializes in online media planning, is opening an office in Los Angeles to be headed by Sallie Gamez, formerly of Grey Global Group’s Grey Direct and Genex’s Los Angeles divisions.

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Santa Monica-based interactive-game maker Activision has appointed Greg Goldstein vice president of brand development and licensing. Goldstein had been senior vice president of licensing and product development at Inkworks.

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Marina del Rey-based advertising and marketing firm Direct Partners named Doug Speidel partner and chief creative officer. Speidel assumes his new position immediately. He joined Direct Partners in 1998 as senior vice president and creative director, coming from Lowe Direct in New York, where he was executive vice president and executive creative director.