NEW YORK, December 16, 2019 – PSB, a global research-based consultancy that is part of BCW Group, announced today that Peter Horst has joined the firm as Chief Executive Officer, effective January 6th. Horst will be based in Washington, D.C., and be responsible for building the PSB business globally across its Corporate, Political, Media and Entertainment practices. He reports to Donna Imperato, Global CEO, BCW and BCW Group.
“Peter has spent decades commissioning and consuming market research as he built iconic brands on the foundation of powerful, evidence-based insights,” said Imperato. “He has a deep understanding of how sophisticated research drives strategic business decisions that yield dynamic and measurable results. 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.”
PSB combines its political polling legacy with custom market research and innovative new models in behavioral analysis, social listening and qualitative approaches to provide a holistic view of consumers, markets and other key stakeholder audiences. Operating in more than 100 countries and with a sophisticated in-house infrastructure, PSB partners with C-Suite executives in technology, healthcare, consumer goods, financial services, energy, entertainment and the public sector to make informed decisions that yield results.
For the past three years, Horst has been CEO of CMO, Inc., serving as a consultant, keynote speaker and marketing coach. Before that, he was Chief Marketing Officer at The Hershey Company, managing its iconic global brands and building its digital, social and insights-driven marketing. Prior to that role, he spent 12 years with Capital One, including as SVP of Brand Marketing and Chief Marketing Officer (CMO) of Capital One Bank, where he developed and launched successful products across credit card, retail and digital banking and drove growth across its consumer and business segments. Before Capital One, Peter was CMO at TruSecure Corporation, later acquired by Verizon, where he built the marketing team, designed new offerings and built an inside sales/lead generation capability. Earlier in his career, he was CMO of TD Ameritrade and Director of Marketing for U.S. West.
“I’m thrilled to join PSB, as I have known the firm and several of its leaders for years and have the utmost regard for their talent and work,” said Horst. “In a world where data and insights are the fuel for innovation, brand-building and growth, I see tremendous opportunity to add new capabilities to PSB’s offering to make us even better able to solve our clients’ toughest challenges. I look forward to using my experience to elevate PSB’s impact with its impressive roster of world leaders, governments and market-leading clients.”
Horst is on the Executive Advisory Board of Vivoom and is an Advisory Board Member of Windpact. Previously, he had been Special Advisor to Reputation Economy Advisors and was a Senior Contributor to Forbes. He is the author of the best-selling book, "Marketing in the #FakeNews Era: New Rules for a New Reality of Tribalism, Activism and Loss of Trust."