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Next Gen 2011: Hollywood's Fastest-Rising Stars

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    Publicity
    Dana Archer
    Joe Pugliese
    Dana Archer
    Executive VP, DDA Public Relations

    Archer, 35, was one year into Southwestern Law School when the Los Angeles native decided against becoming the fifth lawyer in her family. Instead, she went into entertainment PR. After gigs with Warren Cowan, BWR and Weber Shadwick, she joined international PR firm DDA and rapidly rose through the ranks, being put in charge of the L.A. office and representing international film companies at a time when the foreign box office is the fastest-growing part of the business. Her client roster includes Alliance Films (The King's Speech), FilmNation and Crime Scene Pictures (Gambit), and she's a force at every important film market and festival. "There really aren't a lot of firms that do what we do," she explains. The single Archer spends about a quarter of the year out of the country (then bouncing from Laos to Tuscany for fun). She's now helping to craft the international campaign for Zhang Yimou's The Flowers of War, starring Christian Bale, and which FilmNation is repping. Archer is fascinated by cross-cultural marketing: "We're concerned with domestic, but also we have to make it work for the rest of the world."

    PHOTOS: THR's Next Gen Class of 2011

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