Consumer Culture Expert PT Black Named as Senior Creative Director for Thoughtful Media
SHANGHAI, CHINA (February 22, 2011) -- Thoughtful Media Group (TMG) has appointed PT Black as senior creative director, Asia-Pacific.
Mr. Black, who is based in Shanghai, will manage critical aspects of the company's media licenses, character development and online programming. He is also responsible for building TMG's creative department in Greater China.
Mr. Black has a broad range of experience working with advertisers and creative agencies in key areas such as beverages, luxury, retail, spirits and sportswear. Fluent in Mandarin, he has a well-deserved reputation as an authority on lifestyle and cultural changes taking place in China. He has been a featured speaker at conferences such as ad:tech, China Youth Marketing, and Economist Intelligence Unit's business roundtable. Mr. Black's observations have been cited in Time, The New York Times, CNN, National Public Radio (NPR), and Fast Company among others, and he is a frequent contributor to Advertising Age.
"PT's background in client-based consumer research, combined with his deep understanding for the mechanics of audience targeting make him a terrific fit for Thoughtful," said Jak Severson, TMG's CEO in Los Angeles. "I suspect that his ideas will have a lasting impact on advertisers, agencies and, most importantly, on our audience communities."
For the past seven months, he was an independent research and brand consultant for major multinational companies expanding in China, the world's second largest ad market. From 2004 to mid-2010, Mr. Black was a partner at Jigsaw International, a consumer research firm in Shanghai that was acquired by Omnicom Group's Hall & Partners division in 2008.
In his time at Jigsaw, Mr. Black helped grow the company into one of the leading research groups in China. His passion for curiosity and commitment to creativity helped make Jigsaw a favorite partner to advertising agencies as well as leading brands. Mr. Black developed a variety of tools that bring consumer voices into brand processes, incorporating trend analysis and innovation as well as qualitative and quantitative methods. He worked across product categories and market segments, with particular expertise in youth and luxury consumers.
Before that, Mr. Black worked at the mobile phone division of Siemens in Shanghai for two years, but his relationship with China dates back to the early 1990s. He graduated from Yale University with a degree in East Asian Studies.
"Recent years have seen radical change in the relationship between marketers and their audiences, especially here in China," Mr. Black said. "I was so excited to hear how the team at Thoughtful Media approaches this issue, and to explore the implications together. In my new role I look forward to developing great creative ideas by having great conversations with our audiences."
About Thoughtful Media Group
Thoughful Media is based in Los Angeles, California, with offices in Shanghai and Tokyo, Japan. The company was recently institutionally capitalized to fully undertake the opportunities presenting throughout China and other emerging media markets around the world. The company was founded by CEO Jak Severson and CFO Dan Thorman.
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Kaiyang Monica Sun
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