LONDON—Consumer focused public relations firm Shine Communications has hired Rana Reeves, a seven-year veteran of Jackie Cooper PR, to create a new cultural division that will help brands leverage popular culture—including art, film, fashion, music, design and literature—to engage consumers.
Reeves has worked at JCPR—now a unit of Edelman—for seven years rising to associate director of brands and culture. He worked on several product launches for O2, including developing the company’s youth, music and ethnic strategies; the launch of PlayStation 2 and PlayStation Portable; and on several assignments for brands ranging from Courvoisier Cognac to Snickers.
At Shine, Reeves will work alongside principals Rachel Bell and Julia Newton, who first hired him while working at Fleishman-Hillard. Says Newton: “As brands more and more create engaging content that interacts with consumers both directly and via media vehicles, Shine has identified the need for brands to act as “patrons” within contemporary culture, fusing culture with commerce.”