Novus has named Krithika
Rosenthal as managing director, strategy and integrated outcomes.
Rosenthal will lead client strategy to incorporate media planning, investment, data and tech to ensure analytics and
activation work in closer alignment. This is a new role at Novus and she reports to CEO Libby Morgan.
Prior to her appointment, she served as group director of strategy at Wavemaker,
where she led cross-channel planning and guided clients spanning pharmaceuticals, CPG and logistics. Before that, she held strategic and consulting roles at EY Global Services, MRM Commerce and
Razorfish, working with various brands, including Novo Nordisk, Diageo, Danone and Kraft Heinz.
“Krithika is adept at developing frameworks that help brands translate complexity into
action,” said Morgan. “Her work focuses on adaptive approaches to content and decision-making that allow brands to respond more dynamically to changing customer behavior and market
conditions. Her ability to bridge those areas will be critical.”
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The Chicago agency's client work includes the Georgia Lottery, Fever-Tree, DePaul University and Valvoline.
“My focus will be on helping clients connect brand and performance, ensuring they don’t just show up in an increasingly automated landscape, but are the preferred choice for
consumers,” said Rosenthal.