Buena Vista PR restructure signals a focus on Europe

Buena Vista Home Entertainment has restructured its in-house PR team, promoting its UK PR head Rochelle Gosling to the newly created role of Europe-wide head of communications.

Gosling says the new role has been created as the firm is seeking to 'consolidate' its European activities, which were previously co-ordinated from the firm's global headquarters in Burbank, California.

She said: 'It's about looking at Europe as a whole and seeing where work can be done across countries.'

She said that the introduction of the euro and online shopping are two factors behind the move.

Gosling's first task is to develop a pan-European communications strategy.

She said a priority was to look at ways of using PR to combat piracy.

Buena Vista estimates that piracy will cost the firm £866m worldwide during 2003.

'Looking at the figure it is easy to see why it's such a priority for us, 'added Gosling.

Buena Vista will continue to have country-by-country PR heads and agency support, which do not report directly to Gosling but will liaise with her on Europe-wide strategy.

The firm is assisted by retained agencies Consolidated Communications and Wired Electronic Media in the UK. The agencies report to Gosling's successor as UK PR manager, Kevin Caruth, who has joined from O2, where he was global PR manager.

Consolidated's latest campaign for Buena Vista is to promote its release of the M Night Shyamalan film Signs, which is released on 3 February on DVD and video. Sixteen to 34-year-old males are the key target for the campaign.

Buena Vista Home Entertainment Europe is the marketing, sales and distribution arm for studios including Walt Disney, Touchstone, Hollywood Pictures, Miramax and Buena Vista throughout Europe.

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