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Trevelino/Keller has been engaged by global café-bakery chain Paris Baguette to promote the brand in its franchise sales expansion plan into the U.S. The agency’s services will include placing earned media with the restaurant and franchise trade as well as in local markets. Trevelino/Keller will also support key franchise/restaurant shows from an earned media and executive visibility standpoint, work on presentation and sales materials and participate in revamping Paris Baguette’s franchise sales website. Founded in Korea in 1988, Paris Baguette operates more than 3,000 locations and has opened 14 U.S. locations in the past year.
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Weber Shandwick has been named PR partner of Singapore’s National Library Board. The agency will provide day-to-day PR consultancy and communications services support for the NLB. Vanessa Ho Nikolovski, managing director, Singapore and chair, client services, of Weber Shandwick Asia Pacific, said the agency’s remit is to support the NLB’s evolution “from a knowledge hub to a dynamic center at the heart of a digitalized community.” The organization oversees 26 public libraries islandwide, as well as the National Library and the National Archives of Singapore. NLB subsidiaries include the Asian Film Archive and Library and Archives Solutions, its corporate arm.
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Diffusion has been selected as public relations agency of record for Gate Labs, a smart lock maker that produces what the company says is the world’s first all-in-one video smart lock. Diffusion will coordinate with the brand to build its profile as a leader in the smart home industry. The PR program will support Gate Labs as it releases the Generation 2 smart lock and rolls out more features across its product lineup, leveraging a product seeding program that will let reporters, influencers and reviewers test the smart lock’s design for themselves. “It’s key that we have a PR partner that understands how our brand and product fit into the smart home landscape, and that made Diffusion an easy choice for us,” said Gate Labs founder and CTO Danial Ehyaie.
IMAGINE PR is appointed North American PR representative for Thailand's Chiva-Som, a wellness brand... Gilly Group, which works with clients in the golf industry, is named AOR for architecture firm Staples Golf Design... Merlot Marketing lands BlackPine Communities to support the launch of Nānā Kai, a master-planned residential community on the South Kohala Coast of Hawaiʻi's Big Island. 
Racepoint Global signs on to work with MIPS, which develops tools, software and compute required for building autonomous edge computing platforms... Allen & Gerritsen picks up Appalachian Mountain Club, the oldest operating outdoor and recreation conservation organization in the US... RG2 Communications scoops up The Broome, a boutique hotel in Manhattan’s SoHo neighborhood. 
Strategic Objectives is selected by Waterfront Toronto to lead integrated communications for the opening of a new section of the city’s Biidaasige Park... Scout Lab, which works with clients focused on human and planetary health, is named AOR for auction-based platform BuyWander... Marketplace Excellence Corporation is named US PR firm for the Anguilla Tourist Board. 
5W is named agency of record for Strength of Nature, which offers such multicultural haircare brands as African Pride, as well as Motions Xpress Shampoo Hair Color... RG2 Communications is representing Rebelo de Andrade, an architecture and design studio based in Portugal... Big Fish Collective is engaged as agency of record for publicity and media relations for Nikwax, which produces PFAS-free waterproofing and aftercare solutions for outdoor apparel, footwear and gear.
Lou Hammond Group lands Visit St. Petersburg Clearwater, Florida’s Historic Coast and VIVA Cruises... Champion picks up Snooze Eatery, a breakfast and brunch restaurant with nearly 70 locations nationwide... Red Lorry Yellow Lorry wins US PR duties for ArgusEye, a tech company providing an autonomous AI workforce that helps engineering teams ship secure, compliant cyber-physical products more quickly. 
