November 15, 2021

NEW YORK, November 15, 2021 – PSB, a global research and insights consultancy that is part of BCW Group, announced today that Dave Gordon has been promoted to Chief Executive Officer and will report to Donna Imperato, Global CEO, BCW and BCW Group. Peter Horst, who had been CEO, is retiring but will remain with the company through the balance of 2021 to support the transition.

“Peter’s leadership of PSB over the past two years, particularly through the challenges of the pandemic, has been tremendous,” said Imperato. “While he certainly will be missed, Peter’s thoughtful succession planning and his meaningful engagement with this transition really underscores his leadership and his commitment to PSB’s continued success. To that end, I welcome Dave as PSB’s new chief executive, and I am confident that his wealth of experience across many facets of the market research industry, and his deep commitment to supporting talent, will yield great benefits for our business and for our staff.”

Gordon, who is based in Boston, will be responsible for leading PSB’s global business expansion through engagements with major brands, advocacy organizations and political entities. He joined PSB’s executive team in April 2021 to lead the firm’s U.S. offices in the Eastern region. Before that, Gordon spent seven years with Phoenix Marketing International in multiple roles, most recently leading the team responsible for the company’s largest industry vertical. He spent the prior 17 years with other firms in the market research space, including Forrester Research, Lightspeed Research and Ace Metrix, where he built long-term client partnerships, developed new product offerings and improved business development capabilities.

“I’m delighted that Dave will take over leading PSB,” added Horst. “He has earned the respect and admiration of the PSB team through the meaningful contributions he has made to our business performance and operations, as well as through his passion for developing our team members’ skills and building our client partnerships. His financial acumen, his strong relationships with insights leaders across the industry and his drive to build a positive and inclusive company culture will certainly be assets to PSB in the years to come.”

PSB combines its political polling legacy with custom market research and innovative new models in behavioral analysis, social listening and qualitative approaches to provide a holistic view of consumers, markets and other key stakeholder audiences. Operating in more than 100 countries and with a sophisticated in-house infrastructure, PSB partners with C-Suite executives in technology, healthcare, consumer goods, financial services, energy, entertainment and the public sector to make informed decisions that yield results.

“I am thrilled to succeed Peter in leading PSB; he has done an amazing job setting the organization on a great trajectory,” said Gordon. “Since joining PSB, I have been thoroughly impressed by the team’s capabilities and by the caliber of the insights that we are delivering to our clients. I look forward to pairing my many years of industry experience with the organization’s energy and enthusiasm as we continue to innovate our offerings, diversify our team and deliver insights that meaningfully inform our clients’ business decisions.”

About PSB

PSB is a global custom research and analytics consultancy that merges a deep understanding of PEOPLE x SCIENCE x BUSINESS to create human insights that inspire leaders to make more informed decisions with confidence.  We use our customized approach to go beyond the who, the what, the when, the where and the how to focus on the why to create Insights That Count™.  For more than 40 years, PSB has been providing strategic guidance for blue-chip corporate, technology, healthcare, financial, entertainment and government/public sector clients across more than 100 countries. PSB is a member of the BCW Group of companies, which is a part of WPP (NYSE:WPP), a creative transformation company. For more information, visit

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