Atlantic Records UK today announced the appointment of Caroline Dollimore as Director of Publicity, effective November 2016. Reporting to General Manager Mark Mitchell, Dollimore will oversee the strategic direction for all artist publicity campaigns on Atlantic’s world-class roster, ensuring a fully-integrated approach across all communications platforms.

Dollimore was previously Head of Entertainment at award winning International agency Purple PR who represent many of today's global stars including Sam Smith, Beyoncé, Lana Del Rey and Adele, as well as sporting icon Lewis Hamilton.

Ben Cook, President Atlantic Records UK said, “The nature of music publicity is evolving, in order to engage today’s global generation of fans it’s essential that a multi-layered dialogue is at the heart of all artist campaigns. As a result we’ve created this new strategic, senior position and I’m pleased to welcome Caroline to Atlantic. I’m confident that with her help the team will deliver ever more captivating content across all platforms for our broad roster of exceptional talent.”

Mark Mitchell commented, “I’m really happy Caroline is joining us. She’s culturally astute and has the drive and experience to evolve the way we talk to fans. I have no doubt she’ll add an exciting new dimension to our PR campaigns and I look forward to working with her to find new, cut-through ways of launching our amazing music.”

Caroline Dollimore said “I’m incredibly excited to join such a progressive team at Atlantic UK.  Innovative and deliberate multi-platform messaging and an enhanced 360 approach bespoke to each artist is cardinal for every campaign. Under Ben’s leadership Atlantic UK continues its legacy as one of the most iconic record companies in the world and it’s a privilege to be working on the careers of the label’s outstanding roster alongside him, Mark Mitchell and some of the industry’s most coveted executives.“

Dollimore joins Atlantic after nine years at Purple PR where she was instrumental in executing the campaign for multi-platinum selling artist Sam Smith during which she introduced Smith to the world of luxury fashion, securing the deal that made him first ever male artist to be face of Balenciaga under Alexander Wang’s Creative Direction. She was also responsible for curating coverage for some of the world’s biggest artists, recently working with Sia, Diplo and Major Lazer and Rita Ora. Prior to that she held a five year tenure at Universal  Music where she worked on the burgeoning career of Rihanna as well as many other acts on the prestigious Def Jam roster.