42West has hired consumer marketing and branding expert Joanne Freed to spearhead the firm’s growing brand communications specialty.

Freed most recently worked at Hunter PR and her clients included Kraft Foods and Mondelez Business.

“Increasingly, brands are seeking out 42West to help them leverage the power of the entertainment world to drive buzz, create awareness, connect with consumers,” said Allan Mayer, partner and head of 42West’s Strategic Communications Division. “Joanne has the ideal mix of consumer and entertainment marketing experience, and will be a key resource for clients looking to build their brands where the consumer, entertainment and pop culture worlds intersect.”

“I’m very excited to join 42West,” added Freed, who will be working out of the firm’s New York office. “I’ve had a lifelong passion for entertainment and I’m excited about working with brands to tap this dynamic, influential space. Where better to channel that than at 42West, one of the most admired entertainment PR agencies in the world.”