Omnicom-owned media agency OMD has hired former Kraft Heinz exec Julie Fleischer as managing director of the shop's Chicago-based retail practice. Ms. Fleischer will oversee a 75-person team servicing clients such as Walgreens, PetSmart, Pier 1 and Pep Boys.
Ms. Fleischer was formerly senior director for data, content and media at Kraft Heinz. While at the food giant she became an evangelist for improving digital ad viewability standards, criticizing the ad industry for setting viewability targets as low as 70%. She left Kraft Heinz in August, becoming one of several high-ranking marketing executive to exit the company in the wake of cost-cutting moves that have followed the merger earlier this year of Kraft Foods Group and H.J. Heinz.
"No other consumer category has been more fundamentally transformed by technology than retail, and no one understands the challenges and opportunities that transformation presents better than Julie Fleischer," Trish Chuipek, president of OMD Midwest, said in a statement. "She's a master at leveraging marketing technology to drive business growth -- and that's the key mandate from retail clients to media agencies in today's changing consumer landscape."
"The great thing about the agency side of the business and these retail clients is that you can really read what is working much faster than you can in CPG and in other industries," Ms. Fleischer said in an interview.
Ms. Fleischer has previous agency experience. Before joining Kraft in 2009, she spent several years at Digitas, where as a VP/Group Director leading the account planning practice in Chicago and worked on clients including Kraft, Disney Parks and Resorts, MillerCoors and Whirlpool.