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Starworks PR Agency Launches New Lifestyle Division

By Lauren Matison August 1, 2008, 8:00 AM EDT

Starting today, New York-based entertainment and fashion publicity firm Starworks is punching its own image up a notch with the launch of a new lifestyle division. The Daily reports that Erica Cornwall, lifestyle director in the Los Angeles office, will head the division for both coasts.

Asked about the timing of the launch, Jennifer Meyer, Starwork’s vice president of publicity, who launched the company's public relations division last year, said, “It was the natural extension from our fashion and accessories divisions, which launched in March 2007. The idea has been in the works for over a year and needed the right partner before taking off.” The right partner apparently is Thompson Hotels, which owns multiple properties that Starkworks will promote, including the Thompson Beverly Hills and Gild Hall in New York. Meyer would not give specifics on the division’s inaugural project or other clients in the pipeline. The vice president did say the goal of the division will be to “offer a multi-dimensional approach to PR through our already established marketing services.”

Since 2001, Starworks and its married co-founders, C.O.O. Alana Varel and C.E.O. James Grant, have been behind some of the biggest celebrity-infused brand campaigns, such as Angelina Jolie for St. John and Tom Brady for Stetson cologne. The company has other offices in Miami, Madrid, and London.

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