Full Picture has its LA digs premiere

NEW YORK: Full Picture, a New York-based firm founded last year by former Rogers & Cowan hotshot Desiree Gruber, has moved westward, opening an office in Los Angeles.

NEW YORK: Full Picture, a New York-based firm founded last year by former Rogers & Cowan hotshot Desiree Gruber, has moved westward, opening an office in Los Angeles.

NEW YORK: Full Picture, a New York-based firm founded last year by

former Rogers & Cowan hotshot Desiree Gruber, has moved westward,

opening an office in Los Angeles.



The new outpost, which formally opened for business last month, will be

helmed by managing director Jill Eisenstadt. Previously an EVP at

fashion PR shop Loving & Weintraub, Eisenstadt has worked in the past

with clients such as The Whitney Museum and Trussardi.



’I liked Desiree’s view of the business and that we are going to be

involved with clients at the beginning of their projects,’ she said. ’I

think I’ll have a great future with Full Picture.’ Eisenstadt brought

one client, Paula Abdul, to the agency with her.



Eisenstadt opened up the firm’s Century City-based office two weeks ago

and will split her time between New York and Los Angeles.



The LA office, according to Gruber, is currently planning a range of

PR-oriented Oscar campaigns for three new fashion and beauty clients:

Heidi Weisel (known for having created Brooke Shields’ wedding dress),

fashion designer Amsale and beauty specialist Anastasia. Other Full

Picture clients include models Heidi Klum and Naomi Campbell, Victoria’s

Secret (which the agency is preparing to launch in Europe), Miramax and

Lions Gate Films.



Given the firm’s roster, the move into the Los Angeles market was a

natural one, according to Gruber.



’A Los Angeles office was just the next progressive step in our growth

and advancement as a company,’ she said. ’We have so many clients with

business in LA. It was fortuitous that Jill and I were on the same page

with similar goals and ideas at the ideal time.’



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