Protobrand Promotes Mcdonough to Leadership Team

Behavioral science consultancy Protobrand has promoted Andrew Mcdonough to Senior Research Director, leading the research function and based in its Boston headquarters.

Protobrand's AI-powered quant deliver solutions for brand tracking, innovation and concept development, promising clients understanding of the 'symbolic, emotional and functional dimensions' of consumer motivation and behavior. The company appointed former employee Pal Marton Afzelius as CEO in January 2023, and last month announced a partnership with Brandtrust, building on the firms' 'shared roots in the applied social and behavioral sciences' to create a suite of solutions integrating human expertise and AI - the two firms now have a Chairman in common, Daryl Travis.

McDonough, who has fifteen years' MR experience focused on ad and brand, was until now Protobrand's Director of Research. Before joining the company he worked for eleven years at Nielsen, three at Phoenix Marketing International and more recently two at MarketCast, as a Research Director. In his new role he joins the Protobrand leadership team and 'will play an integral role in shaping the future of the organization'.

'I'm confident Andrew's leadership and expertise will be a tremendous asset' says Afzelius, 'as we continue to grow and elevate our research capabilities and the team'.

Web site: www.protobrand.com .