Padilla is partnering with the New York Wine & Grape Foundation on a project intended to build on NYWGF’s recent rebrand and raise the profile of New York wines. The initiative will work to attract trade and consumer audiences by leveraging NYWGF’s Boldly, NY brand and promoting the diversity and excellence of New York wine regions and wineries. The partnership is focused on a launch strategy for the brand as well as devising a long-term marketing strategy through a two-year integrated marketing campaign. “Our efforts will ultimately bolster brand recognition for New York state wines on a global stage,” said NYWGF executive director Sam Filler.


Matter Communications has entered into a multi-year agreement to serve as agency of record for healthcare technology company HMS. Matter will spearhead a comprehensive PR and media relations program focused on furthering HMS as an industry thought-leader and promoting its Health Ideas digital platform. The agency will also work to expand and enhance brand awareness of HMS’ payment accuracy solutions and its capabilities in emerging areas such as population health and patient engagement. HMS says that its technology, analytics and engagement solutions help healthcare organizations reduce costs and improve health outcomes, while also helping consumers lead healthier lives. “We chose Matter not only because they are uniquely qualified through their depth of healthcare experience and expertise, but also because of their creative and innovative approach to storytelling,” said HMS chief growth officer Maria Perrin.


Bospar has been named public relations agency of record for Mendix, a Siemens business and leader in enterprise low-code, a technology that enables web developers of varied experience levels to create applications for web and mobile, using drag-and-drop components and model-driven logic through a graphic user interface. Mendix continues its relationships with its non-U.S. PR firm partners Harvard Engage! out of Germany and ItsaRep, a communications agency serving the Benelux region. In Bospar’s first week of engagement with Mendix, the agency secured a Reuters exclusive that prompted syndications in such outlets as the New York Times, Business Insider and the Financial Post.


Brandstyle Communications has been named agency of record for clean wellness company OLIKA. Working in partnership with OLIKA’s existing agency, BCENE PR, Brandstyle will focus on targeting a Gen X audience, as well as employing broadcast media. The brand’s primary product is a hand sanitizer that it says uses the purest and most effective ingredients, with no harsh chemicals, dyes or artificial ingredients. Brandstyle, which works with B2B and B2C companies in the technology and consumer sectors, is headquartered in NYC with offices in Los Angeles and New Orleans.