Protobrand Hires Director of Research

Behavioral science consultancy Protobrand has appointed former Nielsen and MarketCast employee Andrew McDonough as Director of Research, based in its Boston office.

Protobrand promises clients understanding of the 'symbolic, emotional and functional dimensions' behind consumer motivation and behavior. The company has been busy this year with senior hires: last month it appointed Marc Chester as Director of Business Development; in June, Fresh Squeezed Ideas co-founder John McGarr joined in Canada as SVP, Growth Strategist; and in January it brought back a former employee, Pal Marton Afzelius, to take over from founder and Chairman Anders Bengtsson as CEO.

McDonough has worked in MR for fifteen years, focusing on advertising and brand research. He joins from MarketCast where he spent two years, most recently as a Research Director, and before that spent three years at Phoenix Marketing International as an RM. Earlier he worked for eleven years at Nielsen, most of it in Analyst roles.

Georgia Zhuang, Protobrand's Head of Research and Insight, says of the hire: 'Andrew is a great addition to our diverse research team bringing in expertise in Branding and Advertising research and will be a mentor to the team in Boston. I look forward to the impact Andrew is going to create for the team and the business'.

Web site: www.protobrand.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.