$9.7B P&G ad spending
Target has named Kristi Argyilan senior VP-media and guest engagement. She had been North America President of Magna Global, the digital buying arm of Interpublic's media agency network IPG Mediabrands, where she lead the charge for the shops' aggressive programmatic and automated buying push. Her team has built a consortium of media companies to support the automated buying agenda in new mediums, like TV.
In her new role she will be responsible for leading as well as integrating Target's paid, earned, owned and shared media initiatives, according to a statement. Target works with Hayworth Media, in addition to a variety of creative shops, including Mono and Deutsch, Los Angeles.
"Kristi is known nationally as a transformational, digitally savvy marketer," Jeff Jones, CMO at Target, said in the statement. "As Target continues to accelerate our efforts to innovate and evolve, her expertise in leveraging today's dynamic media mix will help us connect with Target's guests in new and different ways."
The Target hire comes as more marketers build internal media operations that enable them to plan and buy digital media through automated systems, rather than contracting an agency to do it.
For Mediabrands, it's one more change to add to a long list of people coming and going. Jacki Kelley, North America CEO and president of global clients for Mediabrands, is currently supporting an IPG initiative and considering a holding company role. The company also has a new global CFO and COO.
From a Target perspective, Ms. Argyilan is just the latest marketing exec to come from the agency side. Last year, Todd Waterbury, a longtime creative director at Wieden & Kennedy, was named senior VP-creative. And Mr. Jones joined two years ago from Durham, N.C.-based indie shop McKinney.