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Posts Tagged ‘Cynthia Swartz’

Spin the Agencies of Record

Madonna with cast members from her movie 'W.E.' at the Venice Film Festival.

42West vet Cynthia Swartz, who was a big part of a THR story about that firm earlier this summer, has launched her new agency Strategy PR/Consulting. The firm has a number of clients participating in next week’s Toronto Film Festival including Madonna’s new movie W.E., now showing at the Venice Film Festival to not-so-great reviews. Michael Kupferberg and Elana Zilberman, also from 42West, have joined the new firm. [via Reuters]

Global networking company NETGEAR selected Weber Shandwick as U.S. AOR after a competitive review. Work began in July. The firm will focus on expanding the brand with consumers and small businesses and building awareness in the “medium enterprise market,” said Weber EVP Tony Hynes in a press release statement.

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Oscar-Worthy Drama at 42West

The Hollywood Reporter has a big feature about the hidden/not-so-hidden tensions within the top ranks of 42West. The firm, which has deep roots in the film industry and played a key role in a number of Oscar nominees including last year’s winner The Hurt Locker, is in the midst of a break-up; three of the agencies partners are in the process of buying out the fourth, Cynthia Swartz, co-head of the entertainment marketing group. She plans to start her own shop.

For anyone wanting to venture into the Hollywood PR business, the article is a history lesson of that sector of the industry, one that revolves around key players and agencies.

“In the heady days of the ’80s, Pat Kingsley established herself as the dominant personality among Hollywood’s legion of personal publicists, and PMK became a training ground for some of the industry’s most nimble practitioners,” the story says.

Even if you’re not in the entertainment PR space, it’s an interesting read. Check it out here.

How PR Helped ‘The Hurt Locker’ Beat ‘Avatar’


Twitter already predicted the upset that took place last night, as “The Hurt Locker” beat out “Avatar” for best picture at the 82nd Annual Academy Awards.

However, some traditional PR tactics are in part responsible for how “Hurt Locker” beat the much more well known, and well funded “Avatar.”

Hurt Locker distributor Summit Entertainment hired agency 42 West to handle PR for the movie’s best picture push. Specifically, former Miramax executive vice president of publicity Cynthia Swartz.

Reuters reports:

What Swartz did right was to center the campaign around [director Kathryn] Bigelow, a woman who directed with as much glory and guts as any man, and to feature writer/producer Mark Boal for his screenplay and real-life story as a journalist who was embedded with a bomb disposal unit in Iraq.

She had bound copies of the “Hurt Locker” script sent to every member of the Writers Guild of America, earning guild honors for the original screenplay and the same award at the Oscars.

A staffer at 42 West told PRNewser today that the film, “has been her life for the last six to eight months.”