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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.
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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.”
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| 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.
Precision Strategies, an integrated strategy and marketing agency with offices in Washington and New York, acquires Firehouse Strategies, a DC-based public affairs firm... AVENIR GLOBAL acquires London-based Thinks Insight & Strategy... Good Company, which bills itself as a “cultural engineering firm,” is launched by DJ Hardy, a veteran of Johannesburg-based communications consultancy arxna and M&C Saatchi Sport & Entertainment and Casey Stickles, who has worked at 5WPR, Rubenstein and MWW.
PSC (Princeton Strategic Communications) acquires Nonprofit Partners... CG Life launches 24/364, a cultural brand platform intended to drive awareness, connection and action aimed at keeping rare disease at the forefront of the health and social conversation... Interluxe Group, which focuses on brand experiences and in-person activations; Quinn, a strategic communications agency; and media and digital agency North & Warren are uniting under the Interluxe Group banner.
KITH, which provides corporate reputation and crisis preparation services, is now owned by CEO Stephanie Craig, who has been with the firm since 2021... The Marketing Cloud, a part of Stagwell, introduces several expansions to Agent Cloud, the platform it launched in October 2025 to simplify access to its AI tools and marketing assistants.... Notified launches its AI Press Release Optimizer.
V2 Communications launches its AI Visibility Solution and Earned Media at Scale, two service offerings designed to help companies increase visibility and credibility in generative search... The Public Relations Global Network brings on Greenough Communications as its Boston member agency... DBC is relaunching The DBC Industry Calendar as a free site to help communicators more easily discover relevant events and awards in the cluttered event landscape driven by the growth of webinars and online events. 
PAN releases new original research showing that a significant share of B2B citations surfaced by ChatGPT are inaccurate, misattributed or entirely fabricated, introducing a new credibility risk for brands... REQ, which has offices in DC and San Diego, opens in Phoenix... Notified introduces Market Intelligence, an addition to its all-in-one IR Hub, which gives IR teams a more streamlined way to prepare for earnings calls.
