Y&R PR has changed its name to Goodfuse. Goodfuse’s capabilities span traditional, social and media relations, as well as such digital solutions as website and app development. The agency says that Goodfuse is focused on infusing humanity into communications. “To 'goodfuse' communications means to make it human—it means that we can create programming that is strategic, emotional, and utterly differentiated,” said Goodfuse CEO Olga Fleming. “Our goal is that Goodfuse will be recognized not only as an agency, but as a new way of thinking about communications.” As part of the rebrand, Goodfuse is bringing on Gregg Trueman, founder of digital and technology solutions firm Humanize, as executive vice president, creative + technology solutions. He will be based in San Francisco and establishes Goodfuse's footprint on the West Coast.

American U

MWWPR is partnering with American University's School of Communication to launch the second year of the school’s Z-Suite program, which is designed to empower students to think creatively about innovative solutions to the challenges facing brands in today's environment. In addition, the agency says that the research and insights program will allow it to bring “true Gen Z perspective” to client ideation and programming. Each month, the 15 students in the program, who represent a range of ethnicities, backgrounds and majors, will receive a series of creative briefs outlining an initiative or challenge for MWWPR clients. The challenge outputs will range from video content to product testing and written long and short-form insights. "The Z-Suite program will better enable our account teams to create disruptive campaigns for Generation Z, by Generation Z,” said MWWPR chief executive officer Michael Kempner. “This group of students will gain real-world experience in the PR industry and provide an entryway for more diverse PR professionals at the entry-level.”

Claire Kaye

Pure Imagination PR, a new beauty and lifestyle agency, has been launched by Claire Kaye, who was previously chief operating officer of Siren Public Relations. The firm’s offerings include public relations & integrated marketing, social & influencer marketing, brand planning, sponsorships & sampling, thought leadership, content creation, events & production, media training and social media management. Its client roster includes companies in such market sectors as skincare, haircare, fragrance beauty tools and wellbeing.