Hi-tech entertainment research specialist OTX has formed a new research practice focusing on youth and families, and appointed Donna Sabino to lead it as Senior Vice President of Kids and Family Insights.
The new unit will focus on what the firm calls 'the rapidly changing digitally driven lifestyles, attitudes and behavior of the kid, tween, teen and family marketplace', and strengthen its two existing syndicated youth studies.
Sabino began her career in research at the Children's Television Workshop, and was most recently Vice President, Integrated Sales and Print Strategy for Nickelodeon-MTVN Kids and Family Group responsible for developing data-based strategies to drive ad sales revenue. She previously led cross-franchise research efforts at Time Warner/Time Inc.'s Sports Illustrated for Kids properties.
Based in the NYC offices, she will report to OTX President Client Development Bruce Friend, who comments: 'While we've been committed to the kids and family marketplace since OTX's inception in 2000, adding Donna to our team will clearly lead us to meet the growing challenges and recognize the opportunities all of our clients face today in trying to reach this market.'
Sabino says she will develop innovative methods for the firm's clients to better understand the 'empowered, enthusiastic and savvy consumers' in the various youth and family demographic and psychographic segments.
Established just eight years ago, OTX is now the 24th largest research agency in the world, with offices in London, Los Angeles, New York, Cincinnati, Miami and Chicago, and strategic partners in Germany, Russia, Japan, Australia, and Mexico.
The company is online at www.otxresearch.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.