EXCLUSIVE: Entertainment PR bigwig 42West is expanding its below-the-line publicity group, setting Rachel Aberly to spearhead the now bi-coastal division that will focus on strategies showcasing the work of film and TV crafts artists for both awards-season and overall release campaigns.

The new commitment will allow Aberly and her team to tap the expertise of other 42West divisions, giving campaigns more depth and widening the pool of stories available to tell in the craft space.

Aberly joined 42West’s Los Angeles office in May 2017 for her second stint with the firm, after spending seven years at PMK. She had been a unit publicist and has worked at Participant, MGM and TriStar.

“As a longtime studio publicist, unit publicist and agency executive, Rachel has an unparalleled and deep understanding and affection for their work,” co-CEOs Leslee Dart and Amanda Lundberg said. “Her approach is unique due to the 20 years she spent as one of the go-to publicists working on movies in production for some of the biggest producers, most innovative directors, and most prestigious and groundbreaking film campaigns. We are very excited to expand our below-the-line team to underscore Rachel’s expertise and commitment.”

Said Aberly: “It has been my honor and privilege to get to know the below-the-line crafts people and tell their stories throughout my career. They have been great teachers and friends. I absolutely believe that their contributions to films and filmmakers are critical and endlessly fascinating. It’s been so rewarding to serve as part of the studios’ publicity teams on behalf of the below-the-line crew and I am thrilled to have like-minded partners at 42West.”