NEW YORK: AlixPartners CMO Peter Cosco has left the consulting firm to start his own outsourcing agency called 4Forces Group, specializing in business development and marketing services.
Cosco, who worked at AlixPartners for three and a half years, said he thought about starting his own business for a long time and even formed an LLC “five or six years ago, but didn't really do much with it.” He named the company after the four forces of flight: thrust, drag, weight, and lift.
“A lot of companies have done their cost-cutting initiatives and streamlined their overhead for the new uncertain economy,” explained Cosco. “But now they're at a point where cutting can't get them to profitability, and there's a need for finding ways to attract that customer back to the fold, to become more relevant again to the customer base, and to find new growth strategies.”
He added that outsourcing work in areas such as advertising, digital, branding, and communications, rather than hiring an agency, is attractive to businesses that “don't have a ton of operating capital, but need to fill a CMO box of some sort.”
The agency, which is based in Stamford, CT, and New York City, will work with various types of companies, including start-ups, venture-backed and private equity-owned businesses, media companies, and professional services firms, said Cosco.
While Cosco isn't hiring immediately for 4Forces, he said he plans to add some staffers soon. “Given the demand in my pipeline, I would imagine inside of 60 days I'll be hiring,” he said.
Prior to working at AlixPartners, Cosco served as EVP of global sales and partnerships at Major League Gaming for two years. Before that, he was VP of partnership sales and marketing at Discovery Communications for four years. Cosco also served as director of business development for Nickelodeon and the Eastern sales director of Money magazine.