DeVries Global is working with client Secret Deodorant on a new campaign, “All Strength, No Sweat,” which is dedicated to telling the personal stories of women who are challenging the status quo in their fields. DeVries, which is agency of record for Secret, is partnering with the brand to strategize and activate around talent selection and all public relations efforts for the campaign. The women profiled in the campaign include Grammy-nominated Canadian/Colombian singer and songwriter Jessie Reyez (who wrote and performed a song used in the campaign); Brazilian-American actress Camila Mendes; former WNBA player and Olympic gold medalist Swin Cash; mother, actress and content creator Shenae Grimes-Beech and Miami-based fitness guru Ainsley Rodriguez.
Max Borges Agency has been selected as agency of record for Hisense USA, the US branch of Chinese consumer electronics company Hisense. The agency will be tasked with leading such functions as a product launch and reviews program, content creation, social management, brand messaging, thought leadership, event planning, celebrity endorsements and influencer relationships. MBA’s team on the Hisense account will be led by vice president of brand experience Trisha Niedler. Hisense USA head of marketing Jim Ninesling said that the agency’s “track record of taking CE brands to a broader mainstream audience” was a major factor behind its selection.
Red Fan Communications has added Airflow Sleep, Restore Hyper Wellness + Cryotherapy and Fluence Bioengineering to its client roster. For Airflow Sleep, which makes pillows aimed at enhancing sleep quality and correcting bad habits that negatively affect sleep, Red Fan will provide services including launch strategy, national media outreach, spokesperson media training as well coordinating the company’s recently announced partnership with the American Heart Association. The agency will oversee thought leadership, story/narrative development, media relations strategy and franchisee support for Restore, a health and wellness center offering services that include cryotherapy, IV drip therapy, hyperbaric oxygen therapy and infrared saunas. Fluence, which makes energy-efficient LED lighting solutions for commercial crop production and research applications, has enlisted Red Fan to work with it on PR strategy, CEO communications support, trade media relations in horticulture and cannabis, and thought leadership.