Fallon has finally filled its top strategy role in Minneapolis.
Anette Lillegard, a client-side veteran who most recently was director of marketing for IMS Health, has joined Fallon as chief strategy officer, filling a vacancy left by the October exit of Michael Fanuele. Lillegard will lead account planning, connection planning, research, analytics and consulting.
"They really took the opportunity in not only finding someone that looked like what they might not normally hire, but took the opportunity to redefine what the agency wanted the leadership role to look like," said Lillegard, referring to being plucked from the client side instead of the agency side.
Fanuele crossed over to become chief creative officer at General Mills, following in the footsteps of other agency leaders who have gone client-side, including John Hayes at American Express, Dana Anderson at Mondelez, Esther Lee at MetLife and Robert Birge at Kayak.com.
Fanuele has already shaken things up at General Mills. Last month the company shifted creative responsibilities for its Yoplait brand from longtime roster shop Saatchi & Saatchi to newcomer Wieden + Kennedy. Yoplait is the company's biggest-spending brand in the U.S., having spent about $170 million in media last year, according to Kantar Media.
Prior to IMS Health, Lillegard served as director of marketing at the Mayo Clinic and brand manager at Timex as well as head of product development and design at Skagen Designs.
Fallon's accounts include Arby's, IFC and H&R Block.