• by Joe Mandese  @mp_joemandese, February 1, 2022

At a time when the role of culture appears to be playing an increasingly important role in advertising, media and marketing, big independent media agency Horizon has created a senior research role devoted to it, naming Maxine Gurevich senior vice president of culture intelligence.

Gurevich, an independent consultant who previously was vice president-insights and strategy at VaynerMedia, will operate as part of Horizon research unit the Why Group, with a focus on conducting analyses "on the intersection of culture, people and brands."

"With more than 10 years of experience identifying and analyzing cultural trends for brands such as Calvin Klein, Pepsi, L’Occitane, and Kraft," Gurevich previously held senior positions at Edelman, Viacom and YPulse, and also worked at WPP's J. Walter Thompson and IPG Mediabrands UM units.