Lou Laste
Lou Laste

Atlanta’s Brandware Group has recruited Lou Laste, a PR veteran of Cox Automotive and Verizon Communications, as CEO effective Sept. 9.

He’ll be in charge of strategy development, operations, talent, and business development of the PR, digital and marketing communications shop.

As senior director of PR at Atlanta-based Cox, Laste handled corporate, brand, reputation, thought leadership and crisis communications.

During a 10-year stint at Verizon in Basking Ridge, NJ, and Dallas, he rose to the director of communications and PR position.

Most recently, Laste was running Your Story Communications.

Elke Martin, co-founder of Brandware, said Laste’s “track record of building high-impact, multi-channel campaigns that are grounded in brand truth aligns perfectly with Brandware’s agency vision for creating client success.”

Independent shop Brandware also has staffers in Charleston, Huntsville and Los Angeles.

Brandware has conducted PR work for several leading firms, such as Ashton Woods, Ferrari, Mizuno, Husqvarna, Porsche, and Tire Rack. It was also furnished marketing research services to several organizations, including 3M, Genentech, Mohawk, Mercedes-Benz, and Starbucks.