By  on February 2, 2007

BEVERLY HILLS — HL Group, the New York-based marketing and communications agency, is expanding its reach westward with the opening of HL LA LLC here today.

Karine Joret, a founder of the Warner Bros. Consumer Products group, has been named president of the Los Angeles operation.

“We didn’t want this to be simply a West Coast branch of our New York office,” said Hamilton South, HL’s founding co-partner with Lynn Tesoro. “We are not here to be in the celebrity dressing business or to rep celebrities,” he added. “Clearly there are opportunities for Los Angeles-based companies as well as those expanding into Asia, and entertainment is a huge part of that. Karine has a significant background in layered nuances and marketing programs in the industry. You can’t do that unless you are there and know your way around the inside of the business.”

Joret and the six-member staff will continue HL Group’s focus on clients in the luxury niche, such as the Irvine, Calif.-based St. John, as well as cultivate clients in the entertainment and hospitality/lifestyle arenas. They’ll also assist New York-based clients, such as David Yurman, who have West Coast operations.

“The confluence of luxury, fashion and entertainment is everywhere, and we’ll represent clients globally, not just in New York and Los Angeles,” Joret said.

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