Way To Blue has appointed games industry expert, Charlene Sharp to bolster its expansion into games and interactive entertainment.  She will report into Neil Kleiner, UK Managing Director.

Charlene is an experienced games industry marketer who has worked in-house as UK PR Manager at Eidos Interactive Entertainment and Warner Bros. Interactive Entertainment and agency-side at Indigo Pearl. Charlene has 15 years of agency experience working across film, TV and Gaming. She has worked on campaigns for 2k Games, Eidos Interactive, Warner Bros Interactive Entertainment, Disney Interactive, Sega, Midway, Square Enix and Atari.

Charlene is a Women In Games Ambassador, part of the Esports Research Network and also an industry lecturer in Public Relations and Digital Marketing at various institutions in the UK. She is also near completion for her PhD in storytelling and digital culture, which is funded by the Arts Council, and includes a chapter on the game by Kojima Productions, Death Stranding.

Charlene is the first new hire since Daniel Heale was appointed as Way To Blue’s Global CEO & President last month and announced a series of changes to guide the company’s future in sectors such as streaming entertainment, gaming, TV and leisure in addition to core strengths in film, consumer and lifestyle brands. Heale commented, “We are committed to building a strong and diverse team of experts across Way To Blue’s Global footprint to support our expansion in new client arenas and Charlene is the perfect person to lead our growth in Gaming and Interactive Entertainment”

Neil Kleiner, UK Managing Director at Way To Blue comments, “For over 20 years Way To Blue has been the agency trusted by the greatest storytellers on the planet in the worlds of film and TV.  Our new push into gaming and interactive storytelling is the next step in our evolution as an agency. We have huge ambitions across our global offices to become one of the defining games marketing agencies of the decade and Charlene’s appointment is a vital and exciting next step to achieve that.”

Charlene adds, “I’m extremely excited to join Way To Blue. As a renowned entertainment agency, who produce innovative and creative campaigns, I think their evolution into gaming is a natural progression. As gaming is now mainstream, multi-platform and spans various devices, Way To Blue’s experience in storytelling and reaching audiences via a variety of networks lends itself to the gaming arena, especially the emerging esports scene.”