RESTON, Va.— (BUSINESS WIRE) — Resonate, the only marketing technology company to understand and target audiences based on values, today announced the appointment of Marc Johnson as chief marketing officer and Michael Horn as vice president of research. As chief marketing officer, Johnson will drive brand awareness and marketplace understanding of how to use consumer values as part of a successful marketing strategy. In his new role, Horn will oversee the Survey, Data Science, and Business Intelligence teams that turn raw data into actionable insights based on consumer values.
“Resonate is alone in providing truly actionable insights based on the values and beliefs of consumers in order to help brand and political marketers drive results”
“Marc and Michael bring essential expertise to the Resonate team as we expand our business from media strategy and buying into a true consumer intelligence company,” said Bryan Gernert, Resonate CEO. ”Their experience working with marketers to turn consumer insights into positive outcomes will help Resonate deliver even greater returns for both brand and political advertisers.”
Johnson brings nearly 20 years of experience building businesses that help marketers understand consumers. Most recently, he managed Storyline Development, a boutique independent research and marketing consultancy he co-founded. Johnson was previously global chief marketing officer of Experian Hitwise, overseeing marketing, research and public relations. He has also held executive marketing positions with The NPD Group, Nielsen Buzzmetrics and Jupiter Media Metrix.
“Resonate answers the most central question facing marketers: What motivates people?“ Johnson said. “The ability to understand and act on consumer values, motivations and beliefs is central to any successful marketing plan. I am thrilled to join this amazing team with such A-list investors to expand on this proposition.”
Previously, Horn served as senior vice president and managing partner of Decision Sciences at Universal McCann, where he developed new services that drove revenue growth across the global agency network. Prior to joining Universal McCann, Horn was director of Research & Analytics at McGarryBowen, where he established a new multi-channel data practice aligning the efforts of account, planning, media, and creative teams. Horn was part of Fast Company’s “Fast 50” in 2002.
“Resonate is alone in providing truly actionable insights based on the values and beliefs of consumers in order to help brand and political marketers drive results,” said Horn. “These values cross every demographic boundary, and they’re very stable – changing over years and life stages, not days and weeks. The insights we produce provide rich and genuine understanding of an audience, which our clients can use to fundamentally change the way they market to their target audiences.”
These new executive appointments are part of accelerating company growth. In 2012, Resonate quintupled (5x) the number of million dollar clients it had on its roster the previous year, and furthermore achieved a 72 percent revenue increase. This growth came from a more than doubling (116%) of brand marketer deals as advertisers realize the power of values based insights and targeting.
Johnson will be based in Resonate’s New York City offices alongside Chief Revenue Officer George Stewart and Horn will be based in Resonate’s Reston, Virginia headquarters.
Resonate enables advertisers to better understand and reach audiences based on consumers’ belief systems and values. Resonate’s proprietary platform allows marketers to build rich consumer profiles to power online advertising campaigns, and gain actionable consumer insights before, during, and after execution. Resonate’s insights power the campaign performance of leading brand and political advertisers.
Headquartered in Reston, Va. with offices in Chicago, Los Angeles, New York, and Washington, D.C., Resonate is privately held, having raised nearly $30M in funding from firms including Greycroft Partners, iNovia Capital and Revolution Growth. For more information visit: www.resonateinsights.com.
Kelli Gail, 646-202-9781