Schematic, a WPP company, has hired Laura Best as VP, client services and Michael Kraabel as creative director to its fast growing Minneapolis office. The new executives each bring more than a decade of interactive experience to Schematic with experience developing and executing digital campaigns for some of the world’s largest brands. At Schematic, Best and Kraabel will serve on the team leading the firm’s Target account with additional responsibilities for developing the firm’s business in the Minneapolis market.

Best joins Schematic from Ameriprise Financial where she served as director, interactive marketing and was responsible for leading the group in charge of Ameriprise’s online advisor marketing program and the Ameriprise.com website. At Schematic, Best will lead the Target account team and contribute to agency development in the Minneapolis market. Prior to her position at Ameriprise, Best worked as an account director at creative agency space150 where she managed interactive initiatives for clients including Fair Isaac and Target.

As creative director, Kraabel will be responsible for leading the design and implementation of digital initiatives for Schematic’s Target account. He joins Schematic from Gage Group where he served as group creative director guiding campaigns for clients including Microsoft, Symantec, 3M and U.S. Bank. Previously, he worked on both the client and agency sides in developing interactive strategies for several start-ups. A member of the Minnesota Interactive Marketing Association (MIMA) Board of Directors for the past five years, Kraabel is a frequent lecturer in interactive strategy at several local universities.

Beginning with an initial web development assignment in 2005, Schematic has since grown its partnership with Target into a comprehensive strategic relationship encompassing a broad range of the retailer’s interactive initiatives, including online and in-store experiences.


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