NEW YORK — BCW research-based consultancy PSB has hired Peter Horst, a former Hershey CMO who most recently ran his own firm, to serve as its next CEO.

Horst, who will be based in Washington, will be responsible for building PSB business around the world. The research and analytics consultancy includes corporate, political, media and entertainment practices.

Horst starts Jan. 6 and will report to BCW global CEO Donna Imperato. He replaces Mike Chuter, who left the company earlier this month after a year in the role.

For the past three years, Horst has been CEO of CMO, Inc., serving as a consultant, keynote speaker and marketing coach. Before that, he was CMO at The Hershey Company, managing its global brands and building its digital, social and insights-driven marketing. Prior to that role, he spent 12 years with Capital One, where he held roles including senior VP of brand marketing and CMO of Capital One Bank.

“Peter has spent decades commissioning and consuming market research as he built iconic brands on the foundation of powerful, evidence-based insights,” said Imperato. “He has a deep understanding of how sophisticated research drives strategic business decisions that yield dynamic and measurable results. I look forward to him building on PSB’s reputation as a first-mover in developing rigorous research models for solving complex communications and business challenges, and to expanding PSB’s business around the globe.”