MacKenzie to Head Media and Entertainment at PSB

Research-based consultancy Penn Schoen Berland (PSB) has appointed Jack MacKenzie as Executive Vice President, leading its Global Media and Entertainment practice based in Los Angeles.

PSB is part of WPP's Young & Rubicam network and specialises in messaging and communications strategy for blue-chip corporate, political and entertainment clients. The firm has more than 200 consultants and offices in Washington D.C. and four other US locations, plus London, Madrid and Dubai. Last month it appointed Democratic pollster Margie Omero to lead its US Public Affairs practice.

MacKenzie (pictured) is best-known for his work advising leading companies on the emergence of the 'Millennial generation' and its effect on business and the media, and for studying the post-Millennial generation for which he coined the term 'The Pluralist Generation'. Most recently he was a Senior Advisor to a performance-based ad agency Oxford Road, and before he was EVP at media entertainment research company Frank N. Magid Associates. He began his career as a broadcast journalist and television news director, and holds a Bachelor of Journalism degree from the University of Missouri-Columbia.

In his new role, he will oversee the growth and development of the Practice, and look to expand its client base beyond Hollywood studios, video game makers and magazine publishers into television, advertising, premium content and video game development.

He reports to CEO Curtis Freet, who comments: 'Jack has more than 15 years of experience in research-based consulting in entertainment, which is where PSB has done some of its most innovative and exciting work... His deep understanding of the entertainment industry and media consumption habits will allow PSB to both honor our traditional areas of expertise and expand our reach into broader entertainment, digital, and consumer terrains'.

The agency is online at www.psbresearch.com .