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Diffusion scooped up ALICE, an operations platform that lets hotels manage staff work and guest communication across departments. Diffusion’s campaign will support ALICE in reaching a larger business technology audience. With a strong focus on the platform’s technology advancements, such as its open API, and integrations with Amazon Alexa and Samsung Smartwatch Solution, Diffusion will work to solidify the company as a hospitality industry pioneer.
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J. Walcher Communications added Greystar and Jacobs Center for Neighborhood Innovation as clients. Greystar, a multifamily real estate development company, hired JWC to promote Park 12—formerly known as “Ballpark Village”—an apartment and retail community overlooking Petco Park in San Diego’s East Village. The agency will develop and guide public and community relations for Jacobs Center of Neighborhood Innovation, as well as working to raise the organization’s digital/social media presence. The nonprofit center works to revitalize neighborhoods in southeastern San Diego. The projects JWC is helping to promote include Connect All @ Jacobs Center—a business accelerator designed to grow local, early-stage businesses in San Diego’s diverse and underserved communities.
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Adam Ritchie Brand Direction lands Life Alive, a chain of organic cafes led by Panera and Au Bon Pain founder Ron Shaich. The agency will provide press and influencer outreach in the food, lifestyle and wellness categories. They are also developing a signature influencer program called “Mix It Up,” which brings together carefully curated influencers to create healthy, multicultural dishes, create distinctive experiences and support charitable causes. Adam Ritchie Brand Direction has also been hired to provide strategic communications and media support for Jacuzzi.
Velocitas, a Miami-based agency, picks up US AOR duties for Flam, a deep-tech startup pioneering AI-native content... Broadhead drives PR for Stoughton Trailers, No. 5 manufacturer of semi-truck trailers in North America... Laura Davidson Public Relations, wins PR work from Anthology of Athens, an 18-room boutique hotel in Greece.
Praytell is selected as U.S. PR agency of record for Burger King. Mojo Supermarket takes on social AOR duties... P-22 Agency signs on with Explora, a family-owned, certified B Corporation offering immersive journeys in South America... GV Public Relations is representing The Whitney Hotel in Boston; The Rittenhouse Hotel in Philadelphia; and Juniper Preserve, Golf & Wellness Resort in Bend, OR. 
Scout Lab is named communications agency for TrustedHousesitters, a home and pet-sitting community... Magrino lands BSH, the home appliances arm of Germany’s Bosch Group, as PR AOR for “Region North America”... Refuel Agency wins FY2025-26 and beyond for Veterans Florida, which connects transitioning servicemembers, veterans and spouses with career opportunities and entrepreneurship resources.
Decker/Royal signs up The Meadows on Rock Creek, Château la Commaraineand Lamangata Luxury Surf Resort... Horizon Media goes with GALLO, which markets wine, spirits, malt beverages and ready-to-drink products... Integrity Public Relations wins Tradewinds Networks.
Rubenstein Public Relations is renamed agency of record for Pactum, a leader in procurement innovation and agentic AI... SolComms signs on to represent Allison and Stephen Ellsworth, co-founders of poppi, a prebiotic soda brand... Trevelino/Keller signs on to provide a comprehensive communications strategy for CartiNova, an advanced regenerative medicine platform.
