SAN RAFAEL, CA: Former Edelman SVP Charles Bellfield has joined drafting and design software company Autodesk as senior director of corporate communications.
Bellfield will oversee all global communications and will report to Tracey Stout, VP of worldwide marketing.
He is taking over for Kathleen O'Boyle, who joined in November last year, but left just a few months later.
Bellfield, who also has held posts at Sega and NEC, said that he wants to develop a cleaner look and feel for the $1.2 billion company, making sure that the spoken and written word marries to the company's brand vision.
"I don't believe in the old term of 'PR,'" he explained. "It's not just about press releases. It's about how the company presents itself."
Bellfield suggested that one of his first objectives would be to build out his team worldwide, from nine now to about 16.
He also has his eye on a potential agency review by the end of the year. At present, Autodesk works with nearly 50 agencies globally, and he wants to consolidate. Whether that means cutting down to a single firm globally, or simply fewer than 50, is still under consideration, he said.
The agency consolidated its US corporate and product PR with Fleishman-Hillard at the beginning of this year.