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New Chief Executive for PSB

December 17 2019

In Washington, DC, WPP-owned market research and political polling specialist Penn, Schoen and Berland Associates (PSB) has hired former Hershey CMO Peter Horst as Chief Executive Officer, replacing Mike Chuter who left the firm earlier this month.

Peter HorstFounded in 1975, acquired by WPP in 2001, and now part of its BCW Group, PSB provides research-based consultancy to help corporate, entertainment and political clients hone their messaging and communications strategies. Horst (pictured), who will join on January 6th, has been CEO of marketing advisory firm CMO, Inc. for the past three years, also serving as a consultant, keynote speaker and marketing coach. Before this he was CMO at chocolate manufacturer The Hershey Company, after twelve years at bank holding company Capital One, in roles which included SVP of Brand Marketing and CMO of Capital One Bank. Earlier, he was CMO at risk management business TruSecure (later acquired by Verizon), and broker TD Ameritrade.

At PSB, Horst will be responsible for building the business globally across its Corporate, Political, Media and Entertainment practices. He will report to Donna Imperato, Global CEO, BCW and BCW Group, who comments: 'Peter has spent decades commissioning and consuming market research as he built iconic brands on the foundation of powerful, evidence-based insights. I look forward to him building on PSB's reputation as a first-mover in developing rigorous research models for solving complex communications and business challenges, and to expanding PSB's business around the globe'.

In his new role, Horst replaces Chuter, who joined a year ago with a 25-year agency background. This included twelve years with data-driven loyalty specialist CUBED (sold to Publicis five years ago); and senior roles at M&C Saatchi; OgilvyInteractive; and HHCL & Partners. Chuter told DRNO that he is currently focusing his time on his philanthropic enterprise Thankful; specifically on an initiative in Australia, called Thankful4Farmers; and a new online platform called womenpedia.com, which aims to provide an anthropological record of women's contribution to the world. In addition he is in conversations about a number of full-time roles, more of which will be confirmed in the New Year.

Web site: www.psbresearch.com .

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

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