Troika Hires Kevin Aratari to Initiate New Branding Strategy
He will help launch a strategy of intersecting traditional marketing and advertising with technological innovation.
Kevin Aratari on Wednesday was appointed by Troika, a branding consultancy and marketing agency in Los Angeles, to oversee a new strategy designed to add core expertise in entertainment to meet the demands of clients in traditional media who are expanding into the digital world.
The company's strategy includes adding a cultural anthropologist to better understand the client's audience and customers. They have also created a marketing Innovations group whose job is to address demands outside of traditional advertising.
Troika focuses on building audiences and brand experiences for entertainment and sports media companies. Clients in broadcast and cable networks include ESPN and CNN, and in digital it works with Hulu and Amazon, among others.
Troika is also launching Entertain Change, the concept of intersecting changes in the entertainment industry in content, technology and audience behavior to create new opportunities for brand growth.
Aratari said the biggest changes in the history of the entertainment industry are taking place due to the melding of traditional advertising and technology, and the rise of new consumers.
"Traditional media," said Aratari, "are looking to expand into the digital world, and consumer brands are expanding into entertainment. We help all of them navigate new territory."
Aratari will oversee sales and marketing roles working closely with founder and CEO Dan Pappalardo. He will also work with executive director of client services John McGinnis.
Prior to joining Troika, Aratari worked at entertainment creative agency mOcean for 13 years, where he last served as the chief marketing officer.