Maraone to lead the strategic expansion of PMI’s automotive offerings
Rhinebeck, NY – Phoenix Marketing International (PMI), a global marketing services firm, today announced the appointment of Brian Maraone to President of the Phoenix Automotive division. Maraone will lead the firm’s talented team of professionals currently serving clients throughout the automotive industry. The team will capitalize on Phoenix’s substantial product set and advertising and brand expertise to deepen existing client relationships as well as broaden its presence throughout the automotive industry. The announcement was made by Allen R. DeCotiis, Ph.D., Chairman and Chief Executive Officer of Phoenix Marketing International.
“Brian has been a valuable member of the automotive team contributing not only on the research side, but also the growth of our impressive list of clients in the industry,” said Dr. DeCotiis. “His deep experience in the automotive world coupled with his market research expertise will help to further grow and position Phoenix as the leading expert in this space.”
“I’m excited to have the opportunity to lead the growing Automotive Division at PMI and am proud of the progress we have made in recent years,” said Maraone. “My vision for the group includes continuing to leverage our internal subject matter experts, but also complimenting those resources through strategic alliances with other companies so that we can continue to provide our clients with the most complete solutions in the market. The end goal is always to provide clear, actionable data that speaks to client’s specific business objectives.”
PMI’s automotive team is in the midst of developing some exciting new research products that include:
- Phoenix360 Data Platform – The Phoenix360 Data Platform will enable OEMs to tie their brand and advertising performance to vehicles sales. Although many OEMs do marketing mix/marketing optimization studies, few are able to successfully tie advertising/brand reputation performance to actual vehicle sales.
- Cross Platform Automotive Insights – There is a huge opportunity for Phoenix to expand its tracking beyond the focus of traditional TV. With the explosion of smartphones, online media and ‘on-the-go’ media consumption, it is increasingly important to measure the complexities of online advertising for a cross platform view of overall ad performance, which will provide a more realistic look at brand health and performance. OEM’s spend billions of dollars each year on their online presence, yet few actually evaluate the creative performance of their ads relative to their competitors. Most of the focus tends to be on click-through rates or other similar metrics.
- AutoShopperXP – On the heels of the recently announced strategic partnership between PMI and SessionM, the Automotive group will utilize the mXP platform to conduct quick turnaround surveys and in-the-moment dealership research specifically focused on consumers who are currently in the “shopping” phase to capture their cross-shopping and acceptance/rejection behavior in real-time.
Maraone has been with PMI for more than 6 years working as an Account Director and most recently as Vice President within the Automotive Division. Prior to working at Phoenix, Maraone worked for FCA, J.D. Power, and Synovate (IPSOS). At FCA, Maraone conducted advance product research studies including product clinics (Dodge Challenger, Dodge Charger, Chrysler 300, and the Jeep Grand Cherokee) and voice-of-the-customer research. Maraone also has extensive tracking research experience from his time at J.D. Power where he conducted syndicated and proprietary customer satisfaction tracking programs for heavy-duty truck manufacturers such as Freightliner, Mack Truck, and Peterbilt. With over 15 years of marketing research experience, both on the client side and the supplier side, Maraone has many experiences from which to draw on to help him to continue to enhance Phoenix’s growing Automotive Division.
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