Narrative Launches Strategic Insights Practice with Addition of Mark Keida as Partner

WASHINGTON, D.C. – Narrative Strategies is strengthening its client offerings by launching a new Strategic Insights practice led by Mark Keida, who will join as Partner. Keida comes to Narrative from the Pharmaceutical Research and Manufacturers of America (PhRMA), where he was an executive and oversaw the trade association’s opinion research and strategic initiatives teams.  

"Mark's decades of experience using research with critical audiences to develop strategy and campaigns for political, corporate, and government entities will be a key differentiator for our clients as they build out their public affairs and corporate reputation initiatives," said Narrative CEO and Founding Partner Ken Spain. "Under Mark’s leadership, Narrative will add a strategic capability to an already wide-ranging suite of services – including creative services, grassroots, and paid media – further enhancing our clients’ storytelling efforts." 

Keida has an accomplished research career spanning more than 50 countries and hundreds of political and issue campaigns involving paid, earned, and owned media, as well as grassroots activations. His hiring further establishes Narrative as the marquee firm for leading businesses, industry associations, coalitions, and nonprofits looking for a multi-channel approach to communications and narrative development. The new Strategic Insights practice will elevate Narrative’s service offerings in message testing, strategy development, audience, reputation, thought leadership, campaign measurement, and creative development.    

Prior to PhRMA, Keida served as Vice President of Public Affairs and Corporate Communications at GfK (now part of Ipsos), where he led global reputation and positioning research for major corporations, trade groups, and government agencies. Keida began his career on Capitol Hill and has worked as a pollster for two prominent political research firms, Lake Research Partners and Anzalone-Liszt Research (now Impact Research). He holds a doctorate in political science from Miami University in Oxford, Ohio.