LOS ANGELES — Rogers & Cowan PMK has added three new senior leaders to head its multicultural communications, brand strategy and digital entertainment groups, furthering the IPG firm’s push to expand its brand communications and marketing division.

The new hires are Marissa Wallace, group director of multicultural communications and marketing (pictured, right); Erica Mapa, VP of brand strategy and thought leadership (left); and Rich George, VP of digital entertainment and gaming.

Wallace will help manage multicultural communications strategy and public relations campaigns for clients and will execute new initiatives designed to further client communications and marketing to general and multicultural audiences. She joins from MWWPR and will report to diversity and inclusion practice lead Stephen Macias, who joined the firm last year.

Mapa will oversee the agency’s communications and strategy efforts for clients across entertainment and technology. She joins from M&C Saatchi Sport & Entertainment, where she managed integrated communications campaigns as a VP, and will report to executive VP of brand strategy and thought leadership Genesa Garbarino.

George will help lead efforts for R&CPMK’s entertainment, technology and gaming department, working with clients including Activision Blizzard and Call of Duty. He previously led Golin’s Nintendo North America team and will report to Cary Kwok, executive VP of digital entertainment technology and gaming.

The hires are in keeping with R&CPMK’s plan to grow its communications division, which has been an emphasis of the firm since last year when IPG merged Rogers & Cowan with PMK·BNC, creating an entertainment PR giant.

“Over the past four years, we have significantly grown the service capabilities, practice groups, and client roster of R&CPMK’s Brand Communications & Marketing division, to further our industry leading position and ability to provide our clients best-in-class insight and deliverables on every level,” said president of brands Shirley Hughes.

“Erica, Rich and Marissa are proven leaders, who bring a compounding wealth of knowledge to our agency, and will no doubt further enhance the forward thinking and award-winning work we do for our clients.”