French/West/Vaughan launches Devil's Advocate fragrance line, a collaborative effort between pop star Iggy Azalea and private-equity backed beauty and cosmetic company Merveilleux Beauty. FWV chief executive Rick French will serve as a special advisor to the company. His Raleigh-based investment vehicle RDF Capital is backing the new company alongside NYC-based credit investment and specialty finance firm Brevet Capital. FWV says that the fragrance launch represents its re-entry into the licensing space. The promotional campaign for the new line, which kicked off June 1, is targeted at audiences including Azalea’s more than 53 million social media followers and fans of her music. She will continue to expand her footprint in the beauty space throughout the year with additional announcements.


V2 Communications adds AI-driven decision intelligence platform Tellius to its client roster. The agency will create a media relations program leveraging corporate and product news and thought leadership to position Tellius as a leading decision intelligence vendor. It will also develop an analyst relations program focused on cultivating relationships with data and analytics organizations. V2 has already handled Tellius’ public announcement of its recent Series A funding round. “By bridging the insights gap caused by silos between dashboards and AI tools, Tellius is opening the door for every organization to get faster, more accurate, and more valuable insights from their data,” said V2 co-founder and partner Jean Serra


Propulsion PR, a vegan-owned public relations firm, is selected as agency of record for Animal Agriculture and Climate Change, a global nonprofit headquartered in Cape Town, South Africa. Propulsion will manage earned media strategy, celebrity environmental activist outreach and support digital marketing efforts to help the organization extend its leadership position in the veganism, animal cruelty and climate change discussion. Animal Agriculture and Climate Change is dedicated to raising awareness about the negative impact animal agriculture and the consumption of animals has on the environment. "Promoting a vegan world is not simply a passion project for us, it's our duty as communicators who understand the future of our planet is truly at stake," said Propulsion founder and managing director Lucas Seiler.