160over90, the creative agency that is part of Endeavor, has been named agency of record for Aura, which offers identity protection services to the consumer market. The agency is working with Aura on media relations, entertainment PR, influencer marketing, corporate communications, thought leadership and partnerships. 160over90 will be involved in such projects as Aura’s “Digital Halo” consumer campaign for 2020, which includes a new product launch. The core account team is comprised of seven people split between the New York and Los Angeles 160over90 offices. Aura was previously with Ketchum.


Matter Communications has been named the agency for UniFocus, a company that provides workforce management and financial management tools to companies in the hospitality, service, retail and healthcare industries. Matter will implement a program featuring media relations, awards, events and content to promote the company’s solutions and establish it as an industry leader. The agency will also leverage speaking opportunities, awards and events to amplify UniFocus CEO Mark Heymann’s thought leadership, promoting him as a key source for commentary in national business publications.


SHIFT Communications’ healthcare practice has signed an agency of record agreement with Aiforia, a cloud-based platform that increases the speed and accuracy of analyzing images for researchers and healthcare professionals. Based in Helsinki, Finland, Airforia is rapidly expanding in the U.S. market. The agency’s B2B practice has entered a new partnership with Claroty, an industrial cybersecurity firm which recently launched several enhancements to Continuous Threat Detection, an operational technology security solution that enables enterprises to discover and monitor their Internet of Things devices and provides customers with greater network visibility. It will also be working with Self, a fintech startup geared toward building credit for those who are new to credit or might not have access to traditional financial products.