The appointment reflects the increasing importance ECM places on supporting its magazines with PR. Aside from agency handling, Ewing will also oversee all internal and external brand communications for ECM titles including Elle, Heat and Red.
Ewing's new boss, ECM head of marketing Anne-Marie Lavan, said: 'We needed someone to head the whole communications function. She will work with the publishing teams and the key editors, not so much on driving copy sales, but on giving the brands clarity with readers and advertisers.'
Ewing is currently an account handler at MacLaurin Media and Entertainment, which does consumer PR work for ECM.
The agency has agreed to let her join the client without the usual period of gardening leave on the understanding that MacLaurin, which has worked for the publisher for five years, will remain on the roster.
But one of Ewing's roles when she joins in September will be to look at ECM's agency use. Aside from MacLaurin there is the Braben Company, which handles corporate PR, and Henry's House, which has a consumer role alongside MacLaurin.
Lavan said: 'This is not to replace the agency set-up but to make it work better. Her role is more strategic so we will still use agencies. I cannot say whether we will use as many agencies; "review is too strong a word, but she will look at the situation.'
Lavan said Ewing had been picked for the job because of the combination of 'smart PR and media management skills' and 'genuine passion for the magazine industry'.
Her departure leaves the agency looking to recruit someone with strong print media knowledge to fill the gap.