EXCLUSIVE: Digital native firm adds dedicated social and offline publicity teams; Daniel Heale and Laura Pettitt join as associate director of social and UK entertainment director, respectively.

Way To Blue has announced that it has added dedicated social and offline publicity teams to become a fully integrated global communications agency.

As part of the expansion, the company has hired Daniel Heale as associate director of social and Laura Pettitt as UK entertainment director, alongside the already recruited operational team of offline and integrated specialists.

Heale was formerly head of marketing for Vue Entertainment and Camelot Group, while Pettitt was previously head of film at Diffusion and former Freud Communications.

The expansion will also see the company able to offer a range of services, both in local markets and internationally, including social analytics, social strategy and engagement campaigns, unit publicity and offline and integrated theatrical and home entertainment campaigns.

Adam Rubins, Way To Blue entertainment CEO, commented: “This is a really exciting time for Way To Blue, we are really thrilled to see the addition of new product areas across the global group to further enhance our capabilities and add greater value for our clients. The company enjoyed a really strong year of growth within our digital business in 2012 and we believe that being able to offer clients an integrated service is the future for the film and entertainment industry.”

He continued: “We strongly believe that by having dedicated social and integrated communications compliment our successful digital PR business we will be able to offer our current and prospective clients the best service in the agency market.”

Way To Blue are already working on unit campaigns for Working Title and StudioCanal International, as well as local and international social campaigns for 20th Century Fox, Sony, Paramount and Disney.