LOS ANGELES, August 16—Magnet Communications has hired Peter Bylsma as account director to lead Magnet’s entertainment business practice. Bylsma reports to Scott Smith, who heads the firm’s Los Angeles office. The entertainment business practice specializes in creating brand-building and public relations programs for the entertainment and advertising sectors. 
In growing the practice, Bylsma will coordinate with other teams throughout the firm, including consumer, technology and business-to-business. He will also work with key current clients of the Los Angeles office, such as Palomar Pictures, Screenvision and Technicolor.
Byslma joins Magnet from Concentric Communications, a marketing communications consultancy he launched and managed. Prior to that, he served as vice president of marketing communications for both Stayhealthy and The Dock, innovators in Web-enabled fitness and online industrial services respectively. Previously, Bylsma has developed brand marketing and communications programs for MCA/Universal Studios, Warner Brothers, IMAX, and Walt Disney Productions.