New forms of ID: U.K. office, Web 2.0 strategy

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While some companies are contracting, PR firm ID is undergoing an expansion, opening a London office and shoring up its emerging platforms department.

Rupert Fowler will head the London office, which opened its doors this week. He joins the company as vp after six years at Public Eye Communications, with such clients as James McAvoy and Emily Blunt expected to follow.

With ID already repping numerous British and European talent, it made sense for the company to have a presence in the region.

Meanwhile, Natalie Lent will head ID's emerging platform department, focusing on social media, blog and microblogging strategy; mobile technology; viral marketing; and digital content creation. Lent headed the marketing team behind the "Burma: It Can't Wait" viral campaign and had roles at new-media marketing agency Fanscape and the Intelligence Group.

"The world of publicity has changed dramatically with the inception of Web 2.0 and the proliferation of social media," ID CEO Kelly Bush said. "No longer are publicists just delivering the message; we must be active participants in a conversation with consumers and fans." (partialdiff)
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