Red Lorry Yellow Lorry has been named PR agency of record for TrapX Security, a company specializing in cyber deception technology. The agency says it will use its experience and relationships in the B2B technology media landscape to showcase TrapX’s technology, which works to detect, deceive and defeat advanced cyberattacks in real-time. Run out of the agency’s Boston office, the program will focus on raising awareness of TrapX’s solutions among security and IT professionals, CISOs and cybersecurity researchers. Along with the creation of proactive pitch campaigns, the program will include rapid response and news hijacking. TrapX Security CEO Ori Bach cited the agency’s “proven track record supporting B2B technology companies and technical understanding of our industry” as the major reasons behind its selection.


Clarity has been named agency of record for AnyClip, a company that provides tools, insights and solutions aimed at improving streaming video strategies for media companies and marketers. The account will be handled through Clarity’s New York office. AnyClip utilizes artificial intelligence to analyze the images and audio of video content in real-time and “tags” such elements as keywords, categories and brand safety issues as they’re recognized. In March, the company received support from the Google News Initiative to launch a video-on-demand experience providing a cost-effective way for media companies, brands and others to host and curate VOD pages.


Segal Communications has been named agency of record for Detroit-based tech start-up NeedAnything?, which has just come out of stealth mode and is preparing for a national launch. The agency will provide NeedAnything? with regional and national media relations support, influencer relations, and social media management. Triggered by in-store beacons, the NeedAnything? app can alert the people a user chooses to ask if they “need anything?” when the user enters a registered store, to save them a separate trip. Started in 2018, Segal Communications represents such clients as Relay, Republic Wireless, Pots & Co, Boon Supply and Hotel Ketchum.


5W Public Relations will be handling insights and data promotion for the online visibility management and content marketing SaaS platform, SEMrush. 5WPR has worked with SEMrush since November 2019 and supports coverage for SEMrush’s advanced analytic reports. Based out of Boston, SEMrush is used by over five million marketing professionals in over 140 countries, and offers 40 tools for search, content, social media, and market research. SEMrush head of PR Jana Garanko said that 5W was chosen for its “deep understanding of how insights and trends can be used by media to support their data-driven articles.”