Beverly Hills, CA-based B|W|R PPI has hired action sports communications and marketing veteran Kim Peterson to serve as its vice president of lifestyle marketing. Peterson, who left Billabong, Element Skateboards, VonZipper and Honolua Surf Co. earlier this month, will now be in charge of lifestyle marketing initiatives for the product placement arm of B|W|R Public Relations, and grow existing PPI clients through film, television, celebrity and event marketing projects. Prior to Billabong, Peterson worked with numerous action sports brands, including Special Blend, Forum, Foursquare Expedition Performance Systems, Jeenyus and C1RCA footwear.