Entertainment brand consultancy and marketing innovations agency Troika hired Meredith Levine as a senior analyst and “fanthropologist,” where she will play a critical role as part of a team conducting a yearlong study of fandom.
Levin worked as a “fanthropologist” previously at ZERF, where she researched and wrote extensively on YouTube sub cultures and fan-based communities to help brands develop media strategies.
At Troika, Levine will perform a similar role by working with the company’s strategists and creative directors to inform more effective, fan-focused brand and marketing strategies for the agency’s roster of entertainment and sports brands and media companies. Her research expertise includes fandom, transmedia storytelling, emerging platforms and themed entertainment.
She will report to Susan Kresnicka, anthropologist and the head of Troika’s Research and Insights Team.
Dan Pappalardo, founder and CEO of Troika ,said that in light of the growing autonomy of audiences today, the company made a concerted effort a couple of years ago to make media anthropology the foundation of its brand-building and consumer marketing practice.
“Fandom is one of the central themes driving engagement and Meredith is an important addition to Susan’s team, as we help guide our clients to find new opportunities amidst the changing media landscape,” Pappalardo said.
Levine is a regular speaker at fan conferences including Comic Con, Comikaze and Vidcom.
She holds a master’s degree in Critical Media Studies from UCLA, where she focused on fan studies. Her undergraduate degree is in Communications and Culture from Indiana University.