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Marty Horn
Director of Consumer Insights and Research

Responsibilities:
Marty leads all research initiatives for SPM clients, including qualitative and quantitative studies on brand positioning, brand architecture, creative development and target market “psychographics.” Marty also manages The SPMSM American Health and Life Study, the first study of its kind in the healthcare category that uncovers insights into how consumers’ opinions, self-image and life style choices influence their healthcare decisions.

Experience:
Marty likes to say he started in the ad biz “when Ford was President, Elvis was King and disco ruled!” During that time, he has unearthed consumer insights and developed communication strategies for companies as diverse as Nestle Purina, Campbell Soup, SC Johnson, General Mills, McDonald’s, Pepsico (Frito-Lay), Anheuser Busch, Ameritech (now AT&T), Energizer and State Farm. What has excited him the most about working at SPM is applying the incredible experience and knowledge he gained from working with these major companies and brands to the world of healthcare, perhaps the most vibrant and vital category there is today.

Why I love healthcare marketing:
“With all due respect to the many clients I used to work with, which fast food place you eat at, which battery you put in your radio, or what beer you drink, isn’t a monumental, life-changing decision. But in healthcare, the decisions you make can, in fact, have major consequences. I get energized by helping clients – and, more accurately, helping their prospective patients – make the kinds of decisions that can have a real impact on their lives.”

Education:
University of Connecticut; B.A. and M.A. in Communication
Third degree Black Belt in Tae Kwon Do

Publications:
Journal of Advertising; Journal of Advertising Research; International Journal of Sports Marketing and Sponsorship; Values, Lifestyles and Psychographics

Interests:
Running, bicycling, yoga, weight lifting, teaching Tae Kwon Do to kindergarteners through fifth graders in an after-school Tae Kwon Do program. Currently President of the Chicago Chapter of the UConn Alumni Association and member of the Board of Directors for the Center for Jewish Genetics.