Some Hollywood PR firms may be laying off people. Others are expanding. UK publicist Rupert Fowler has been tapped to head up ID’s new London office, which officially opened its doors today. Fowler joins ID as a VP after six years with Public Eye Communications representing some of the UK’s top talent. The announcement comes as ID claims to now offer more services for brand and corporate clients, as well as create an Emerging Platforms department to be headed by Natalie Lent. “We are delighted to have Rupert join ID,” said CEO Kelly Bush. “We’ve collaborated together quite a bit over the past few years. With Rupert at the helm of our London office, ID will continue to expand our international client roster while retaining our hands-on approach to representation.” Fowler called it “a terrific opportunity, not only for me, but my clients.” Lent formerly headed the marketing team behind the multi-award-winning Burma: It Can’t Wait viral campaign and worked 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,” Bush continued. “No longer are publicists just delivering the message, we must be active participants in a conversation with consumers and fans.”

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