Local Insights

Dawn Peterson

Sattler’s career has been marked by achievements in branding, branded content, retail media, direct marketing,research, and digital innovation. As Executive Vice President and Managing Director of Initiative from 2007 through 2015, Fred and his team were instrumental in the turnaround of Hyundai and Kia in the U.S., doubling their cumulative market share. Sattler’s team won multiple Effies and industry awards for their work on these two brands.

Prior to joining Initiative, Sattler served as Executive Vice President, General Manager of PHD’s Detroit office,where he led all Daimler Chrysler media activity and served as U.S. President of PHDiq, the company’s digital media unit. He first gained national recognition as Director of Media Strategy at TBWA/Chiat/Day, where he worked on Nissan/Infiniti, PlayStation, and Polygram Films. Later, as Managing Partner for Chiat/Day San Francisco, he directed media for Levi’s, Hunt-Wesson,Pets.com, and a number of Internet start-ups.

Following Chiat/Day, Sattler served asChief Media Officer for Doner Detroit, the country’s leading retail advertising agency. Most recently, he was Senior Vice President at MediaLink, and Partner at Chameleon Collective, both strategic advisory companies.

An Advertising Age Media Maven, Sattler has served on the Cannes MediaLions Jury, chaired the Advertising Research Foundation’s International MediaResearch Symposium, and has also been an instructor at Pepperdine University’s Graduate School of Business Administration. A native of Detroit, Fred Sattler is a graduate of the University of Michigan School of Business Administration.