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BackBay Communications has been named agency for Vital Capital, an impact investor focused on companies in sub-Saharan Africa. BackBay will develop and deploy an integrated public relations, content development and digital marketing program that raises awareness of Vital Capital with investors, portfolio companies, international organizations, banks and other impact investing funds. The program will include media relations, social media, electronic communications, conferences and other integrated tactics. “BackBay has extensive impact investing public relations experience and we look forward to raising awareness of how Vital Capital can bring the capital, experience, relationships and on-the-ground assistance to help build the next generation of great African companies,” said Vital Capital managing partner Nimrod Gerber.
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5W Public Relations has landed TheSoul Publishing, an independent digital studio that produces such channels such as 5-Minute Crafts. Milk & Honey PR will provide media relations for the company in Europe. 5W will work to highlight the brand and its original content, while introducing TheSoul’s leadership team and content creators to the American audience. Milk & Honey PR will lead efforts in markets including the UK, France and Germany. TheSoul Publishing has also brought on former Golin director Eric Schultz to serve as director of global communications.
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The Consultancy PR has been retained by Arhaus, a retail chain that designs and sells home furnishings online and through its stores and catalogs. The Consultancy’s team will handle media relations, strategic partnerships and events, with a focus on increasing press exposure to build brand awareness and position Arhaus as a market leader. The efforts will target consumer and trade audiences on a national and regional scale. Founded in 1986, Arhaus has 70 store locations across the U.S., offering design services and custom-design capabilities in addition to its products.
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. 
Doner lands AOR status for Navy Federal Credit Union, the world's largest credit union... P-22 Agency picks up El Encanto, a Santa Barbara, CA resort located on seven acres of terraced gardens overlooking the Pacific Ocean... Parasol, which specializes in the luxury lifestyle and hospitality sector, signs on as US shop for Château Minuty, a wine estate located on the French Riviera.
Nickerson lands Sport Fishing Championship, a competitive saltwater fishing league... French/West/Vaughan is retained as agency-of-record for Los Angeles-based hardtech learning & development expert Matt Gjertsen.... CIIC PR picks up The Resorts Companies, timeshare, resort management and real estate organization headquartered in Massanutten, VA.
Stagwell signs on as lead creative partner for IBM. Stagwell’s Code and Theory and Anomaly units will work alongside IBM, helping to evolve its “Let’s Create Smarter Business” campaign... Campstories is named PR firm for the National Forest Foundation... RG2 Communications lands the Dexter Hotel, a 29-key boutique property that opened on May 19 in Elk Rapids, Michigan.
