Alcone Marketing Group has restructured its planning department and hired Allison Radzin as one of three new directors for the division.
The new unit, called Consumer Lab, combines traditional consumer research with cultural research and new-media planning. The three directors each oversee one discipline.
Radzin heads up cultural research initiatives, gathering data on what different consumer groups are watching, reading, and listening to. “She’s ideally suited for us to navigate that world, given her background,” said Alcone CMO Jim Zembruski, who oversees Consumer Lab in Alcone’s Darien, CT office.
Radzin had been VP-client marketing solutions at Court TV, and held earlier concept and creative development posts at The Guild Group, Lifetime Entertainment, USA Networks and MTV Networks. At Alcone, she’ll collect data on consumers’ use of entertainment, music, sports, books and magazines, as well as upcoming cultural trends. Radzin joined Alcone on Feb. 6.
Consumer Lab Director Paul Jeffery oversees traditional planning work; he had been Alcone’s director of planning before the formation of Consumer Lab. Alcone is looking to hire a third director, an expert on emerging media, to work with Media Director Joni Marks.
Irvine, CA-based Alcone begins with profiles for three consumer groups (women, young men, teens and tweens), then drills down with more specific data for a specific brand.
“For years, we’ve been creating ‘consumer silhouettes’ as part of strategic planning for brands. Consumer Lab will go to a place we haven’t been,” Zembruski said.
Alcone ranked No. 26 in the 2005 PROMO 100 with 2004 net revenues of $39.5 million, up 25% from 2002.
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