Civic Entertainment Group has hired former Viacom executive Sarah Unger as senior vice president of cultural insights and strategy, where she’ll help clients navigate consumer sensibilities in a rapidly-changing cultural landscape.

Prior to joining Civic, Unger served as vice president of marketing strategy, trends and insights at Viacom, working with such brands as Paramount Pictures, MTV, Paramount Network, Comedy Central, BET, Nickelodeon and more.

Unger also worked as vice president, insights and strategic planning at public relations agency Ketchum, during which time she was named one Forbes’ ‘30 Under 30’ in 2015. She was recognized for launching the firm’s millennial and gen Z division to help brands such as Frito Lay, Wendy’s and ExxonMobil connect with younger generations.

“I’m excited to join a company that shares my deep curiosity for the human mind and passion for creativity and innovation,” said Unger in a statement. “Civic bridges creative content, forward-thinking brands, and consumers, and I look forward to working closely with this impressive client roster.”

She’ll report to Chief Culture Officer Linda Ong in her new role, effective immediately, and will join Civic’s cultural insights team in Los Angeles in the fall.

“Cultural insights can be the game changer for companies looking to transform brands and achieve greater cultural relevance,” said Ong in a statement. “I’m thrilled to bring Sarah’s deep knowledge and experience with both content and consumer products to broaden Civic’s cultural offerings and help put our clients ahead of their competitors.”

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