Variety hires Idea Generation

Global entertainment industry trade magazine Variety has hired its first retained UK PR agency, Idea Generation, timed to coincide with the Oscars this week. The agency's first work was to promote Variety's 'pre-Oscar' party in Hollywood which, despite attracting major stars, gained disappointing UK coverage, due to the conflict in Iraq. The agency reports to Variety's London office head, executive editor Steven Gaydoss.

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