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Prodigy Public Relations is launching a division dedicated to social media and Internet marketing, The Hollywood Reporter has learned. The new division will be headed by Ashley Fontaine, an industry veteran who has worked on social media campaigns with Ashton Kutcher, Ben Stiller, Snoop Lion, Justin Timberlake, Demi Moore, Eva Longoria and Anna Paquin. She also has implemented digital content development and production for projects involving Erykah Badu, Mos Def and Michael Madsen.
Last year Fontaine oversaw digital and social media strategies for the indie drama The Saratov Approach, for which Prodigy served as the national publicity outfit.
“Each release campaign we worked on with Ashley over the last year exceeded our clients’ expectations and delivered outstanding results, so when it came time to add a digital division, she was the obvious choice to lead this effort for us,” Prodigy president and CEO Erik Bright said in a statement. “By adding these services to the results-driven PR capabilities we’re known for, we can truly provide a complete one-stop publicity and marketing package for our clients.”
“I am thrilled to continue pioneering the type of social media content and strategy that drives people into theaters and facilitates large numbers of VOD transactions under Prodigy’s umbrella,” Fontaine said in a statement. “Traditional media publicity and the emerging power of the digital landscape go hand in hand. Independent film producers and distributors have never been in a better position to turn their marketing spend into profit and we aim to be the agency that facilitates that for them.”
Fontaine joins Prodigy, which also handles the publicity for Gersh Agency, as the firm is undergoing a rebranding campaign. Last year Prodigy’s sports division expanded to support national campaigns for films and sports media projects including 300: Rise of an Empire, Turbo, Wired: A Season Inside the NBA and Steve James’ concussions documentary Head Games. Prodigy’s recent indie film campaigns include All is Lost, the Elijah Wood horror comedy Cooties, Kill Your Darlings with Daniel Radcliffe, Margin Call and Spike Lee’s Red Hook Summer.
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