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Purpose Worldwide, an “accountable marketing and communications consultancy,” has officially set up shop. Originally slated to launch at SXSW 2020, the firm, founded by former Blast PR principal Lana McGilvray, Xcelero chief marketing officer Julie Ginches and Blast account supervisor Cassady Nordeen, now plans to launch on Feb. 16. The agency says it is aimed at helping clients connect their purpose to their growth. In the year since its intended launch, Purpose has signed over 20 clients, including USAFacts (former Microsoft CEO Steve Ballmer’s data-driven not-for-profit) and Hugo, a Slack- and Google-backed future-of-work company.
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LLYC’s thought leadership center, LLYC IDEAS, releases a new report that says emotional issues will play an increasing role in consumer decisions this year. “The current crisis has revealed not only how fast we can become infected by a virus, but also how vulnerable we are to emotional contagion,” its 2021 Consumer Trends Report says. That has resulted in what it calls the “pandemic-born consumer,” who will place a premium on such issues as accessibility, safety, creativity and keeping things simple. To reach this new consumer, “brand empathy will be almost compulsory.” LLYC director of consumer engagement in Mexico Hugo Valdez says that “consumers will demand extra effort from brands in their commitments to people, closer relations, and making a real difference in their lives, whether that comes through empathy and emotional connection or through more rational aspects, such as proximity and immediacy when responding to their needs.” To see the full report, click here.
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WORKSHOP Washington, a public affairs and communications services initiative, is started up by Winston Agency managing director Bess Winston and Metro Strategies principal Maurice Daniel. The venture is designed to support organizations with small or inexperienced in-house teams, provide clients with quick access to senior counsel, or help clients with limited resources who are unable to enter into long-term commitments with traditional agencies. WORKSHOP’s sessions match clients with up to three senior specialists with the relevant functional expertise and issue or industry background. The firm says that those specialists include former award-winning journalists, executive alumni from top communications agencies, senior policy staff and strategists from Capitol Hill and the Executive Branch “Through our streamlined approach, clients receive the same level and quality of communications advice relied on by the largest players in Washington without all of the accompanying overhead costs,” Daniel said.
Praytell expands its Influence Department—which unites media, creators and social under one team... LRJ PR & Communications and Canopy Brand Group form an alliance that the firms say will bridge the operational divide between high-end brand design and strategic public relations... Twin Minds Media, Hispanic market specialist, increases the scope of its services in an effort to help brands build deeper connections with audiences through culture, storytelling, media and experiences. 
The People Platform, part of Stagwell's The Marketing Cloud, rebrands as Numetrix... Zapwater Communications has earned 17 finalist honors across two PR competitions: eight at the 68th Annual Golden Trumpet Awards, presented by the Publicity Club of Chicago, and nine at the 2026 PRSA Chicago Skyline Awards.. The Florida Public Relations Association presented 122 awards to individuals and teams from across the state at its 69th annual Golden Image and 3rd Annual Pinnacle Awards gala.
The Motion Agency acquires Vehr Communications, a Cincinnati-based strategic communications firm, effective Oct. 1... Lyceus Group, which specializes in financial services, is named a finalist for Public Relations Campaign at the 2026 ThinkAdvisor Luminaries Awards... IPSY, a curated beauty membership platform, launches IPSY Marketing Solutions, a full-funnel marketing and sales acceleration engine. 
Fire on the Hill, which has offices in London, Manchester, New York and Paris, is providing pro bono communications support to the Intergenerational Foundation, the UK's leading authority on intergenerational fairness... The PRSA-NY Big Apple Awards Gala on Sept. 17 will have Gio Benitez, co-anchor of the weekend edition of “Good Morning America” and ABC News transportation correspondent, serving as emcee... CasePR, a boutique litigation communications firm, launches in Portland, OR.
inFocus, which works with entertainment, media and innovation brands in the US Hispanic market and Latin America, expands into Mexico... Modern Currency Public Relations, which will celebrate its 10th anniversary in 2027, launches an AI visibility & generative engine optimization practice... Adfactors PR, India’s largest reputation and critical issues advisory, acquires Australian communication consultancy SenateSHJ.
