Integrated communications agency Way To Blue has appointed Christelle Randall to head of global publicity as the agency aims to ‘future proof’ its entertainment PR offering.
Randall will be based in London and oversee the agency’s rapidly growing local and international publicity portfolio, including talent tours, festivals and unit publicity. Former 20th Century Fox publicist Alice Lumley has been appointed to support Randall as publicity director.
Randall has previously has over 15 years experience in the industry and previously worked at communications agency Premier. She ran agency operations for three years to for the BFI London Film Festival and for the past two years at the Toronto Film Festival. Working client-side, she has also covered long term stints at Entertainment One.
Adam Rubins, chief executive officer, Way To Blue said, “This appointment shows our commitment to redefining traditional film publicity, with an exciting new deal to be announced soon. We were the first digital publicity agency in the UK and our aspiration since day one has been to challenge traditional models. Christelle and her team will show clients that we are serious about giving campaigns the digitally amplified point of view that is so important in today’s world of film marketing.”
Randall will work closely with teams across the eight-office network, including Alexia Paterson, who recently joined from Universal Pictures International as digital strategy director to oversee the growth and development of the digital strategy and paid media side of the business.
Way To Blue works with distributors, exhibitors, production companies and SVOD providers including LAIKA, Amazon Prime, NBC Universal, Warner Bros and 20th Century Fox and Sony.