Consumer marketing and branding veteran Joanne Freed has joined 42West.

Freed comes to the agency from Hunter PR and will focus on spearheading the company’s growing brand communications specialty.

“Increasingly, brands are seeking out 42West to help them leverage the power of the entertainment world to drive buzz, create awareness, connect with consumers,” said Allan Mayer, partner and head of 42West’s strategic communications division.

Prior to working at Hunter PR, Freed’s other clients included Kraft Foods’ grocery division, which included products such as JELL-O, Kraft Macaroni & Cheese, Grey Poupon, A.1. and Maxwell House, and also Mondelez Business, who are the makers of HALLS and Chips Ahoy!