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Patti (Schickram) Costantino, formerly senior public relations director at Diageo North America, has launched PSC Communications, a PR consultancy specializing consumer and lifestyle brands.

Constantino tells PRNewser that there was a re-org at Diageo in April in which half of the PR team was let go. Her new agency is off to a quick start, however, having signed clients including Brugal Rum and Conjure Cognac, a new brand from rapper Ludacris, who is now going by Chris “Ludacris” Bridges.

Prior to Diageo, Constantino was an Account Supervisor at Porter Novelli.