Horizon Media Hires Cultural Intelligence Trend Analyst

US agency Horizon Media has appointed trend analyst Maxine Gurevich as Senior Vice President of Cultural Intelligence of its WHY Group, which analyzes culture, people and brands.

New York-based Horizon Media set up its WHY Group to look into the cultural and societal factors that impact peoples' consumption choices. The WHY Group's separate Human Intelligence team helps Horizon Media better tailor its recommendations for clients by enriching its data-driven offerings with behavioral economics insights.

Gurevich (pictured) joins from VaynerMedia, where she most recently served as VP, Insights & Strategy, leading proprietary research projects, communications planning, cultural trends studies, and thought leadership development and publishing. Before this, she worked for Edelman as Senior Strategist, Global Insights and Brand Planning; having previously been the group's Global Consumer Knowledge Manager. Earlier, Gurevich worked for Viacom as a Trends Analyst, and Toniq as Visual Trends + Strategy Consultant.

In her new role, Gurevich is tasked with identifying emerging industry, brand and cultural trends. Sheri Roder, EVP and Chief of WHY, comments: 'We were seeking a futurist and change forecaster, someone who would serve as a creative catalyst and had a proven track record of combining both cultural intelligence analyses with a real understanding of people. Maxine's work at the intersection of trend research and communications strategies will help shape the future of the WHY Group and establish us as thought leaders and innovators at the forefront of this industry'.

Web site: www.horizonmedia.com .