After resigning from 42West last month the awards and marketing specialist has wasted little time in unveiling her new venture with less than a week to go before the start of Toronto.

The firm will have offices in New York and Los Angeles and will focus on national film publicity campaigns, digital entertainment strategy, unit publicity, awards campaigns, film festival oversight with a focus on acquisition titles and filmmaker relations and corporate communications.

Swartz takes with her former 42West executives Michael Kupferberg and Elena Zilberman, who are both named vice presidents.

Zilberman will oversee all national film campaigns while Kupferberg will maintain oversight of festival and awards campaigns as well as all corporate communications and new business initiatives.

Additionally, the company has formed a strategic alliance with Marc Schiller’s New York-based digital marketing and publicity firm Electric Artists to manage new media, social networking and targeted online public relations efforts for select films and clients.

“I have been working in the film industry for nearly thirty years, and though so much has changed and continues to change, my passion for film and my allegiance to filmmakers remains steadfast,” Swartz said. “I am incredibly grateful to my partners at 42West for giving me this opportunity to branch out on my own, and I look forward to working with filmmakers and film lovers, on films of all shapes and sizes, as we enter the new frontier on so many levels.

“Aligning my new company with Mark Schiller’s incredible team at Electric Artists is just one of the many ways that we will be expanding our knowledge base as publicists and marketers to create the perfect strategy for each project.”

Strategy PR/Consulting’s film slate includes Lynne Ramsay’s We Need To Talk About Kevin, Madonna’s W.E. and Gerardo Naranjo’s Mexican thriller Miss Bala. Toronto titles with available distribution include Oren Moverman’s Rampart and Jonathan Teplitsky’s The Burning Man.

Swartz served as partner and co-head of 42West’s entertainment marketing division since spring 2005. Her recent Oscar campaign credits include The Hurt Locker, Crash and Michael Clayton.

Prior to 42West she was evp of publicity at Miramax where she worked on Pulp Fiction, The English Patient, Chicago and City Of God.

Kupferberg has worked with Swartz for nearly ten years and joined 42 West’s entertainment marketing division in May 2005. He managed all the firm’s festival activities including titles like The Kids Are All Right and Joan Rivers: A Piece Of Work and awards campaigns for The Hurt Locker, Precious and I Am Love. Before 42West he was a publicist at Miramax.

Zilberman worked with Swartz at both Miramax and 42West, joined 42West’s Entertainment Marketing Division in March 2010. At 42West she spearheaded campaigns for films such as Joan Rivers: A Piece Of Work, Insidious, The Trip and Buck.

Also joining the Strategy team are Chanelle James as a director of national publicity based in New York and Katelyn Bogacki as a manager based in New York.

New York-based Electric Artists recently developed the digital marketing strategy for Asif Kapadia’s documentary Senna, and prior to that orchestrated online marketing and publicity campaign for Banky’s Oscar-nominated documentary Exit Through The Gift Shop.

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