Well-known UK publicist Rupert Fowler has left London-based agency Public Eye Communications to head up a new London office for US entertainment PR firm ID.

Fowler joins ID as vice president after six years at Public Eye where his clients included James McAvoy, Emily Blunt, Andrew Garfield, Jamie Parker and others. It is not yet known whether they will be following him to ID.

'We are delighted to have Rupert join ID,' said ID CEO Kelly Bush. 'We've collaborated together quite a bit over the past few years and our team holds his work in the highest regard. With Rupert at the helm of our London office, ID will continue to expand our international client roster while retaining our hands-on approach to representation.'

'This is a terrific opportunity, not only for me, but my clients,' said Fowler. 'I admire the philosophy behind the agency, the smart way it has grown and its dedication to clients at the top of their respected fields.'

ID already has numerous clients based in Europe including Kristin Scott Thomas, Marion Anna Friel, Jim Sturgess, Rachel Weisz and Gillian Anderson.

The move into Europe is one of several key expansionist moves this year for ID which has offered its brand and corporate clients new services this year as well as moving into the digital space with a new Emerging Platforms department under the recently hired Natalie Lent.

Lent will help the agency's clients navigate the social and digital media landscape, and seek opportunities for strategic partnerships on their behalf. She formerly headed the marketing team behind the Burma: It Can't Wait viral campaign as well as previous roles at new media marketing agency Fanscape and The Intelligence Group.

ID now offers client solutions in the areas of social media, blog and microblogging strategy, mobile technology, viral marketing, SEO/SEM, and digital content creation.

'The world of publicity has changed dramatically with the inception of Web 2.0 and the proliferation of social media,' Bush continued. 'No longer are publicists just delivering the message, we must be active participants in a conversation with consumers and fans.'

Founded by Bush in 1993, ID-PR is one of the leading PR firms in the US entertainment arena and in addition to myriad actor and film-maker clients now has brand clients including Kiehl's, Tiffany & Co, MAC Cosmetics and Pepsi's line of water products as well as corporate clients like Relativity Media and Mandate Pictures.