• by Joe Mandese  @mp_joemandese, May 16, 2023

A year after joining Horizon Media consumer research unit the Why Group from VaynerMedia, Senior Vice President-Cultural Intelligence Maxine Gurevich is expanding the group's research offering beyond data and analytics to actual activation strategy services for clients.

“A lot of clients are overwhelmed with such a heavy volume of information and research and they're not always able to determine how to best apply it.” Gurevich said in a statement announcing the new services, adding, “So, we're providing not just the research and the information, but the brand activation strategy that can come with it.”

The new services include customized client workshops, boot camps, custom brand playbooks, and AI modeling methods across an array of consumer research, including the Gen Z subculture, local market cultures and future market opportunities.

Gurevich said the new services are available to both Horizon's roster of existing clients, as well as marketers not currently using the agency.