Entertainment marketing firm Terry Hines & Associates (THA) has rebranded their multicultural division as THE MRKT, TheWrap has learned.
Marcos Barron will serve as the president of THE MRKT, with Bree Bosselmann serving as senior vice president, both veterans at the company reporting directly to Terry Hines & Associates Owner/CEO, Grant Nemirow, the company said in a statement Monday.
A leader in the entertainment marketing arena for over 40 years, THA has worked on some of Hollywood’s biggest films such as “Iron Man,” “Thor,” “Captain America,” “Guardians of the Galaxy,” “Spider-Man,” “Doctor Strange,” and “Zootopia.”
“We’re very proud to unveil our new brand and its subdivisions, which we feel will provide a more comprehensive approach for our clients to reach this ever-changing influential consumer,” Grant Nemirow, Owner/CEO of Terry Hines & Associates. The landscape of our nation has changed, and is continuing to morph drastically. There is no mainstream any longer, and our multicultural marketing group recognized and met the need to evolve accordingly,” he continued.
The letters in the new name — THE MRKT — represent aspects of the new umbrella including its established Hispanic and African-American entertainment publicity practices as bookends – “Más” (formerly THAmás) and “Transform” (formerly THAurban) respectively – as well as the introduction of its two emerging groups: “Rithem” specializing in multicultural strategies/executions for consumer brands, and “Kroma,” targeting Hispanic and African-American online super consumers with in-house dedicated creative and social media teams.
Fred Deniz also joins THE MRKT team as creative specialist for Kroma and brings more than 10 years of experience in multicultural creative development and production on over 140 films.