42West Adds Branding Expert Joanne Freed

The marketing veteran will head the expansion of the agency’s brand communications specialty.

Branding veteran Joanne Freed has joined 42West.

Most recently head of Hunter PR’s entertainment group, Freed will lead 42West’s brand communications specialty.

"Joanne has the ideal mix of consumer and entertainment marketing experience, and will be a key resource for clients looking to build their brands where the consumer, entertainment and pop culture worlds intersect," said partner and strategic communications head Allan Mayer in a statement.

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Freed’s two decades in entertainment, packaged goods, beauty, food and beverage marketing included work for Hunter PR clients Kraft Foods Grocery Division and Mondelez Business, whose brands include HALLS and Chips Ahoy! Prior to Hunter, the Syracuse grad was vp public relations at Fuse TV.

Freed also has worked with Swiffer, BAND-AID, Dannon, Yahoo! and Hasbro during prior agency stints at Ketchum, FleishmanHillard and Vorhaus & Company, and contributed to campaigns for the MTV Video Music Awards; piano manufacturer Steinway & Sons' 150th anniversary; and MAC Cosmetics' VIVA GLAM V launch with Christina Aguilera, Missy Elliott, Boy George, Chloe Sevigny and Linda Evangelista.

"I’ve had a lifelong passion for entertainment and I’m excited about working with brands to tap this dynamic, influential space," said Freed, who will be based in 42West’s New York office, in a statement. "Where better to channel that than at 42West, one of the most admired entertainment PR agencies in the world."