Troika Hires Cultural Anthropologist Susan Kresnicka


Branding & Marketing Agency Taps Consumer Insights Expert To Better Meet the Needs of its Clients’ Changing Marketplace

Last Updated: June 9, 2014 6:03 pm GMT
(Hollywood, California--June 9, 2014) Entertainment brand consultancy and marketing innovations agency Troika announces the hire of Cultural Anthropologist Susan Kresnicka to head up the newly formed "Research" and "Insights Group." Susan and her team will provide Troika’s "Entertainment, Sports" and "Marketing Innovations" divisions with market research and insights around the shifting audience landscape to inform strategic, creative and business decisions for all clients.

Along with the recent addition of Executive Creative Director Alejandro Lopez, the agency has brought in two individuals that distinguish the company from any other agency of its kind. Kresnicka will be charged with leading qualitative and quantitative research, workshops and executive interviews to align the agency’s branding & marketing assignments with consumer and cultural trends, and thereby grow audiences.

Said Dan Pappalardo, Founder & CEO of Troika, “Susan brings a new level of expertise and insight into everything we do as a company. Along with Alex’s recent hire, we feel we bring unparalleled insight as to where the audience is headed for our entertainment and sports clients. Susan is currently leading research for a branding initiative with one of Troika’s premiere broadcast partners, The CW.”

Kresnicka will also provide brand stewardship services, partnering with clients to measure the effectiveness of Troika’s marketing innovations campaigns, allowing the agency to fine-tune creative until the client’s business goals are met.

Prior to joining Troika, Kresnicka served as Vice President of Research at leading market research company Frank N. Magid Associates, where she specialized in providing insights around the shifting consumer landscape to inform client business decisions. In her seven years at Magid, Kresnicka conducted qualitative research for a wide range of media, retail, CPG and travel brands, including several in the Fortune 100.

Kresnicka holds a Bachelor of Arts in International Development from the University of Tennessee, and a Masters in Anthropology from the University of Texas, Austin. A former chef in New York City, Kresnicka holds a passion for understanding what drives humans to think, feel and behave as they do.

About Troika
Troika is an entertainment brand consultancy and marketing innovations agency specializing in building audiences and brand experiences for entertainment and sports media companies. The agency’s team of strategists, anthropologists, creative directors, marketers, writers, designers and animators is known for building foundational brand and marketing strategies, and seamlessly activating them through world-class creative executions. Troika’s client roster includes ABC, Amazon, AMC, CNN, ESPN, FX, HBO Sports, Univision, and multiple NBA and NFL teams. For more information, visit

About Troika Marketing Innovations
Troika’s Marketing Innovations division is a product of the shifting media landscape and changing audience behaviors, and uses consumer research and insights to drive creative marketing innovations through to execution. Troika’s Marketing Innovations division features a team of consumer researchers, market analysts, and creative executives.


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