Axen Hires MD, Targets Entertainment Sector

Boutique MR firm Axen Research has appointed Giovanni Riggioni - previously Executive Director of Global Research at Warner Home Entertainment - as Managing Director.

LA-based Axen was founded by Jennifer Karsh, now the firm's President, employs a team of nine people, and focuses on creative qual research, with an offer including concept testing, packaging validations, name testing and brand positioning, ethnographic and online research.

The company says Riggioni's expertise will help it expand into the entertainment sector, as well as maintaining its offer for existing clients. His role includes helping to oversee Axen's day-to-day operations, including its trademarked video production services.

He brings more than a dozen years of experience managing quant and qual research client side, with particular knowledge of emerging research technologies, and international and multicultural expertise.

'Giovanni is a 'director' in the truest sense of the term' says Karsh. 'He is a big-picture thinker who has a keen ability to guide partnerships, oversee details and carry out a clear plan with his exciting vision.'

Web site: www.axenresearch.com .