LOS ANGELES, June 9, 2016 /PRNewswire/ -- Penn Schoen Berland (PSB), a global research-based consultancy, announced today that Jack MacKenzie has joined the firm as Executive Vice President and will lead its Global Media and Entertainment practice based in Los Angeles.
"Jack has more than 15 years of experience in research-based consulting in entertainment, which is where PSB has done some of its most innovative and exciting work," said Curtis Freet, CEO of PSB, to whom MacKenzie will report. "With Jack on board, we will continue to raise the bar in this space. His deep understanding of the entertainment industry and media consumption habits will allow PSB to both honor our traditional areas of expertise and expand our reach into broader entertainment, digital, and consumer terrains."
MacKenzie will oversee the growth and development of PSB's media and entertainment business, which has historically served Hollywood studios, video game makers and magazine publishers, and will also drive expansion of PSB's business into television, advertising, premium content and video game development.
MacKenzie is best known for research and consulting designed to guide media companies through the evolution of audience behaviors and attitudes and unprecedented technological change. He has consulted with Fortune 500 and leading media companies including Sony, The Walt Disney Company, Time Warner, News Corp., Comcast, The New York Times, and Anheuser-Busch on the emergence of the Millennial generation, which has become the centerpiece of many media and business strategies. As one of the nation's thought leaders on generational impact on business, MacKenzie also spearheaded a multi-year effort to identify and understand the post-Millennial generation and named the cohort The Pluralist Generation.
"PSB is a trusted and respected brand and I'm proud to have been asked to help build its business," MacKenzie said. "PSB is at the forefront of understanding that consumer decisions aren't made in vertical vacuums. Its proven methodologies, operational expertise and innovative approaches lead to a healthy, real-world understanding of how and why people make decisions and how companies can benefit from that knowledge."
Prior to joining PSB, MacKenzie was Senior Advisor to Oxford Road, a performance-based advertising agency, where he provided executive consulting services focusing on advertising effectiveness, audience understanding and corporate growth initiatives to a roster of emerging, disruptive companies. Previously, MacKenzie was Executive Vice President at Frank N. Magid Associates, where he led the development of numerous breakthrough research methodologies and insight services in the entertainment space.
MacKenzie began his career as a broadcast journalist and television news director. During his tenure at KCNC-TV in Denver, the station won both The George S. Peabody and Edward R. Murrow awards.
MacKenzie is the 2015 recipient of the Market Research Association's Impact Award for research innovation. He serves on the Advisory Board for Elon University's School of Communication and is a member of the Advisory Board at Hathaway-Sycamores Child and Family Services, the largest private, social-service agency for disadvantaged youth and families in Los Angeles.
MacKenzie earned a Bachelor of Journalism degree from the University of Missouri-Columbia. He is married and lives with his wife and two children in suburban Los Angeles.
About Penn Schoen Berland
Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specializes in messaging and communications strategy for blue-chip corporate, political and entertainment clients. PSB's operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London, Madrid and Dubai, which are supported by in-house field capabilities and fully equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.
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SOURCE Penn Schoen Berland (PSB)