LOS ANGELES: Personal publicity boutique I/D PR has hired former MGM executive Adam Keen to help it build a "more formalized and concentrated" corporate practice, said agency principal Kelly Bush.
The majority of Hollywood's celebrity PR specialists have turned their attention to corporate accounts in recent years as more companies look for ways to tap into entertainment to reach consumers. From product placement to celebrity seeding, these PR shops are finding it lucrative to expand beyond celebrity representation and into brokering deals between corporate and personal clients. Keen will head the corporate practice.
The firm recently began working with Louis Vuitton and MAC Cosmetics. Its client list includes Natalie Portman, Sarah Jessica Parker, and Sean Penn.
At MGM, Keen was SVP of special projects and oversaw awards campaigns for films including Hotel Rwanda and Bowling for Columbine.
I/D PR also made headlines recently when it was reported that the agency had dropped client Vince Vaughn.