Change at The Top for Brandtrust

Chicago-based Brandtrust has followed up last week's Protobrand partnership announcement with news of a change of leadership. Founder and Chief Exec Daryl Travis will move to the role of Chairman of both companies, with current MD Alex Millet stepping up into the Brandtrust CEO role.

Brandtrust's behavioral science expertise helps businesses understand and connect with their customers 'on a profound level', to solve brand, innovation and customer experience challenges. This includes conducting research into the nonconscious drivers of consumer behavior. The partnership with fellow social and behavioral sciences company Protobrand was announced last week, and aims to create a suite of solutions integrating human expertise and AI.

Travis says the combination of the partnership and Millet's leadership 'positions Brandtrust for tremendous growth and innovation'. He will now focus on optimizing strategic synergies and developing and stimulating growth for the combined entity.

Millet (pictured) served as SVP of Brand Optimization at Publicis before forming his own brand strategy and experience design consultancy, ACME Brand Intelligence. He joined Brandtrust around seven years ago. He comments: 'I'm deeply honored to take on the role of CEO at this transformative time for Brandtrust. Our partnership with Protobrand opens up exciting new possibilities. By combining Brandtrust's immersive qualitative methodologies and strategic expertise with Protobrand's AI-powered quantitative capabilities, we're creating a powerhouse of insights and strategies that will revolutionize how we serve our clients'.

Web sites: www.protobrand.com and www.brandtrust.com .

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