Entertainment PR agency 42West has installed brand PR veteran Joanne Freed to heads its expansion into brand communications.
Freed left a senior VP slot at food PR powerhouse Hunter PR, where she developed an entertainment unit for the firm.
42West partner Allan Mayer said Freed will help clients eying "where the consumer, entertainment and pop culture worlds intersect."
Freed worked on the Swiffer launch for Procter & Gamble, Steinway & Sons' 150th anniversary and campaigns for Dannon, Yahoo! and Hasbro Games during her career.
She was previously VP of PR for Fuse TV and held VPs posts at Ketchum (brand practice) and FleishmanHillard.
Mayer, Leslee Dart and Amanda Lundberg head 10-year-old 42West, which has guided brand work for HTC, Monster Products, and RevoltTV, among others in the past year.