By Greg Hazley
Los Angeles-based ID PR has tapped The Weinstein Company PR vets Dani Weinstein and Sara Serlen as senior VP and VP of the entertainment PR firm.
Weinstein, who is not related to TWC’s founding brothers, will head ID’s film unit from New York, including representation of TWC’s film titles like “The Tillman Story” and “The King’s Speech.” She led the company’s publicity department for six years and had been with its predecessor Miramax in 11 total years between the two, after starting out at Don Buchwald & Associates. Her PR film credits include “Inglorious Basterds,” “The Aviator” and “Cold Mountain.”
Prior to TWC, Serlen was publicity director for United Artists (“Hotel Rwanda”) and held posts at mPRm and Magic Lantern. Her credits include “Crouching Tiger, Hidden Dragon” and “Pollock.”
ID has also added Randi Peck, director of PR at Theory, as a VP in New York handling entertainment and brand strategies, and Rhett Usry, a DKC and Publicis veteran, as a senior publicist handling music and talent. Peck has worked with brands like Jose Cuervo and Dewar’s, while Usry has experience repping musicians like LeAnn Rimes and Mariah Carey.
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