Jive PR + Digital has hired former Prodigy PR exec Jenny Bloom to be its VP of Film and Entertainment. She will be tasked with overseeing the North American entertainment division based out of the agency’s Santa Monica office. Jive, a boutique public relations and digital marketing firm that launched in 2009, also has offices in Toronto and Vancouver and specializes in social PR for entertainment and corporate clients that include Virgin Radio, eOne Films, The Vancouver International Film Festival, Concourse Entertainment Group and Business Rockstars.

Bloom had been at Prodigy since 2013 where she was most recently VP Film Publicity. She previously worked for the Los Angeles and Palm Springs film festivals and has overseen campaigns for films including 99 Homes, Rolling Papers and Last Days In The Desert among others.

“As soon as I saw what Jive was doing on the social and digital side, I knew they filled a big gap in the existing traditional film and entertainment publicity space,” Bloom said. “I am excited to merge PR with social PR and influencer engagement to provide more robust and effective campaigns.”