A top P&G advertising exec who overhauled how the CPG giant works with its agencies is leaving for Snapchat

• Craig Stimmel, Procter & Gamble's head of digital media and global partnerships, is leaving for Snap after more than eight years, Business Insider has learned. 
• Stimmel will be Snap's head of brand partnerships based in Chicago and will focus on getting bigger budgets from Fortune 500 brands.
• Snap has been trying to appeal to big advertisers as it competes with Facebook and others for ad dollars.
• Click here for more BI Prime stories.

Craig Stimmel, Procter & Gamble's head of digital media and global partnerships, is leaving after more than eight years to be Snap's head of brand partnerships based in Chicago, sources familiar with the move told Business Insider.

The veteran executive oversaw P&G's digital media efforts in North America and played a pivotal role in managing P&G's digital business with companies like Facebook, Google, and Snap for all brand categories.

Stimmel also carried out P&G chief brand officer Marc Pritchard's vision to bring creative and media closer together, helping lead media planning for Woven, a cross-agency media buying and planning initiative.

A Snap spokesman and P&G spokeswoman confirmed Stimmel's move to Business Insider. Stimmel couldn't be reached for comment.

Stimmel starts in his new role next week, and will launch a new team that will focus on getting Fortune 500 companies to spend more on Snapchat, according to the company. Snap is aggressively trying to court big, deep-pocketed advertisers to take on Facebook and others for a greater share of ad dollars.

Read More:P&G has overhauled how it works with agencies, reducing media waste by 20% and saving upwards of $1 billion in agency and production fees

Stimmel shared that he was leaving P&G in a LinkedIn post this week. 

Under Stimmel, P&G started doing more media buying itself and gathering first-party data on its own platforms. This approach has helped P&G gather more than 1 billion consumer IDs worldwide, Pritchard told Business Insider earlier this year, and cut media waste by 20% while increasing media reach 10%. It also helped it save upwards of $1 billion in agency fees and production costs.

P&G is one of the largest ad spenders in the US, spending $2.8 billion in 2018, according to Kantar. 

Have a tip? Contact me at tdua@businessinsider.com or securely on Signal at 646-702-2530. 

Join the conversation about this story »

NOW WATCH: This Facebook exec cofounded and then got fired from Pets.com. Here's why she is no longer hiding from this failure.