LOS ANGELES: Penn Schoen Berland has hired Jack MacKenzie to oversee its global media and entertainment practice as an EVP based in Los Angeles. He will report to CEO Curtis Freet.
MacKenzie will lead PSB’s growth, development of its media and entertainment business, and chart a course for its foray into TV, advertising, premium content, and video game development, the firm said in a statement. The unit has worked with Hollywood studios, video game makers, and magazine publishers.
"[MacKenzie] will have a great deal of autonomy and authority to grow the business as he sees fit," Freet said.
The firm hopes to use his 15 years of experience in entertainment consulting to expand its reach into the broader entertainment, digital, and consumer areas.
"My job is to marry the great skills we have at this firm and introduce them to what I call a thirsty audience of new media companies and established media companies looking for new ways to answer the difficult questions facing them," MacKenzie said.
MacKenzie previously had a short tenure as a senior adviser to ad agency Oxford Road, and has served as EVP at Frank N. Magid Associates. He also serves on the advisory board of Elon University’s School of Communications.
The firm noted that one of MacKenzie’s areas of expertise is the impact different generations have on business, including millennials and the subsequent generation, which he calls "The Pluralist Generation."
This story was updated on June 10 with quotes from Freet and MacKenzie.