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MarketCast, a division of Reed Business Information and a leading marketing research and strategy firm serving the entertainment industry, has tapped Henry Piney as a managing director.

Piney will be based in London, where he will oversee the expansion of MarketCast's international business and its presence in the interactive entertainment sector.

He recently served as executive vice president of international at Nielsen Entertainment.

"Henry's international experience will play a key role in helping us to expand the application of our unique methodologies and research approach in both traditional and emerging international markets," said MarketCast VP-general manager Henry Shapiro.

"Given the cultural and market differences across international territories, it's imperative that researchers fully engage with each property's unique qualities and be prepared to 'get beyond the numbers' to give local context and insight," Piney said.