ID expands to London

Rupert Fowler to head PR firm's new office

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

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

With ID already repping numerous British and European names, it made sense for the company to have a presence in that part of the world.

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 formerly headed the marketing team behind the multi-award-winning "Burma: It Can't Wait" viral campaign as well as previous 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," said ID CEO Kelly Bush. "No longer are publicists just delivering the message -- we must be active participants in a conversation with consumers and fans."