BOSTON: PAN Communications has appointed Mark Malinowski, previously an SVP at Cone Communications, to serve as VP and group director of its consumer practice.
Malinowski, who officially joined the firm last week, is reporting to Philip Nardone, president and founder of PAN Communications. Malinowski is managing 15 staffers.
Kristin Patterson, a former VP at the firm who left earlier this summer, previously managed the consumer brand portfolio. Malinowski’s role was expanded to include group director in its title to highlight the overall growth of the agency as well as its consumer practice.
"PAN is known as a tech PR agency with a focus on healthcare, as well, and they’re not really known as a consumer agency, so the goal here is to have consumer really be weighted and seen as equal to the those other areas within the agency," said Malinowski.
The firm’s clients include Travelers Insurance, Brazilian Footwear, Tiffany & Co., Random House Digital, and Harvard Business Publishing.
Malinowski said he wants to expand PAN’s consumer footprint to include more technology clients to benefit the firm both "organically and incrementally." He added that he also wants to expand consumer initiatives into food, quick-service restaurants, and apparel, noting that the firm wants to hire additional staffers, including in its consumer practice.
Throughout Malinowski’s career he has worked with clients such as Yoplait, Levi Strauss & Co., Ben & Jerry’s, and Puma.
Prior to serving as SVP of brand communications and entertainment marketing at Cone, Malinowski spent about a year and a half at Bratskeir & Company, serving as an MD.
Before that, he worked at Ketchum for more than six years as a partner and cofounder of the firm’s entertainment marketing practice. Malinowski also worked at Ketchum earlier in his career from 1993 to 1997. In between stints at the Omnicom Group firm, he worked in-house at Levi Strauss as manager of entertainment marketing.