Greenberg Hires Chen to Lead Client Development

Insights consultancy Greenberg Brand Strategy has hired former Penn Schoen Berland (PSB) Asia leader Tatt Chen as Global Head of Client and Market Development.

It's Greenberg's second hire of a former PSB exec in 4 months - SVP Mike Ripka joined in December to lead its 'humanQuant' practice.

At PSB, Chen started and led the firm's Asia practice as Senior VP. Previous roles also include VP, Asia at Global Market Insite (GMI) and positions at Thomson Reuters and National Bank of Australia. He is a graduate of Auckland University, NZ and the University of New South Wales, Australia. At Greenberg, Chen will spearhead global business and market development efforts, initially in Asia.

Anita Kanal, Head of Greenberg Asia, comments: 'Greenberg's expansion into Greater China is in step with not only the increasing strategic importance of the region, but also its increasing complexity and acquisitive powers.' Larry Schack, Greenberg's Partner for Innovation and Insight who was hired in September to develop humanQuant, says Chen's values and approach 'resonate strongly with Greenberg's goal of putting insights, data, and information design at the service of client business issues'.

Greenberg's WholeHuman approach integrates a variety of research methods to create holistic pictures of what motivates and inspires people, then builds a picture from this of opportunities for future growth.

Web site: www.greenberginc.com .