GLENDALE, CA: DreamWorks Animation has hired Allison Rawlings as head of PR.
Rawlings, who is reporting to DreamWorks Animation CMO Anne Globe, previously served as director of communications at Geffen Playhouse for more than five years.
DreamWorks decided to appoint a PR lead to unify its outreach and raise awareness of the brand outside of its film franchises, said Rawlings. She joined the company in January.
“We've had very strong PR that has been related to our films in partnership with our distributors, previously Paramount and now Fox. We also had very strong investor relations and financial PR, but as the company is growing and diversifying our businesses, there hasn't been anyone here to think about the brand as a whole and how each of those two arms work together every day,” she explained.
Bob Feldman had served as head of corporate communications at DreamWorks Animation SKG starting in 2005 after leaving GCI Group. He left the company in 2007 to open the Los Angeles-based Feldman & Partners consultancy.
Rawlings' responsibilities include traditional media relations and branding and keeping DreamWorks on the minds of consumers and reporters all the time, rather than just when a film is released, she said. Social media is a separate division that reports to the CMO, but Rawlings works closely with that team.
Rawlings said she will try to bridge the gap between the company's communications efforts.
“There are two very high-function areas of PR in the company, a film publicity side and a financial, corporate side. To unite the two with an overarching umbrella is a big goal,” she said.
Rawlings added that she wants to raise the creative profile of DreamWorks outside of its films, showcasing its artists' work.
During her time at Geffen Playhouse, Rawlings said she worked closely with artists, directors, and playwrights, which gave her a greater understanding of promoting initiatives that people are “truly passionate” about.
Prior to leading PR for Geffen Playhouse, she was at Cohn & Wolfe as an account supervisor for three years, working with clients such as Hilton Hotels, Air New Zealand, Corner Bakery, and The Actors Fund.
She also spent two years as a PR associate at the LA Philharmonic, where she helped the team with the media launch for the grand opening of Frank Gehry's Walt Disney Concert Hall.
On March 14, Rovio, in partnership with DreamWorks, released a game app featuring the studio's animated characters in its upcoming film The Croods, which is set for national release on Friday. The mobile game is Rovio's first original game app since “Angry Birds,” and Rawlings said it was downloaded more than 2.4 million times over its launch weekend.
This story was updated on March 20 to reflect that Bob Feldman previously served as head of corporate communications for DreamWorks Animation.