Protobrand Names SVP, Growth Strategist in Canada

Behavioral science and MR consultancy Protobrand has hired Fresh Squeezed Ideas co-founder John McGarr as Senior Vice President, Growth Strategist. He is based in Canada.

Protobrand was originally set up as a branding and design firm in 2005, and six years later was relaunched as a market research company, when Chairman Anders Bengtsson bought out the co-founder of the previous business. Through its AI-powered brand strategy and brand activation solutions, the firm captures the 'symbolic, emotional, and functional dimensions' behind consumer motivations and behavior.

McGarr (pictured) joins with more than 30 years' industry experience. Most recently, he was SVP at employee-owned research firm Hotspex, before which, he co-founded strategy consultancy Fresh Squeezed Ideas, focusing on behavioural science, cultural anthropology and MR techniques. Earlier, he was a healthcare strategist at In-Sync, specializing in qual work, having begun his MR career as an Analyst at Nielsen, before moving client-side to Kraft General Foods.

Pal Marton Afzelius, CEO of Protobrand, comments: 'We are excited to have John join our team, as his exceptional expertise and innovative thinking will undoubtedly fuel Protobrand's progress. With his valuable contributions, we are confident in delivering unparalleled results to our clients, propelling them towards sustainable growth and success.'

The firm, which is located in Boston, Toronto, Stockholm, and Amsterdam, is online at: www.protobrand.com .

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