Stagwell launches its Specialty Media business unit. Part of the Stagwell Marketing Cloud, the new unit will focus on building media formats that the company says will offer brands novel ways to reach, engage and monetize key consumer segments across sports, travel, retail, news and dining. It includes ARound, a stadium-level augmented reality platform, already in use by the Minnesota Twins and Los Angeles Rams, that uses 3D spatial computing to map large-scale venues and localize content to individual users. Other new offerings include a QR code-powered advertising platform for restaurants and bars, and "The Travel Marketplace," which offers access to such channels as airport TV screens, WiFi sponsorship, inflight entertainment and targeted social media. "Stagwell is bringing new experiences to consumers whether they are at the stadium, in a restaurant or getting on an airplane," said Stagwell chairman and CEO Mark Penn.


Caster Communications joins forces with consultancy bluesalve partners to support companies developing hardware and software for custom and consumer electronics, IoT, XR, AI, enterprise and emerging industries. Caster and bluesalve will offer strategic counsel through execution on projects ranging from product design, development, sourcing and procurement to integrated marketing, PR, social and digital media. The companies will continue as individual entities but provide exclusive cooperative services. Caster founder Kimberly Lancaster, along with agency SVP Alexandra Crabb, will drive marketing, PR and communications consulting, while bluesalve managing partner Avi Rosenthal will run business operations and development consulting, along with bluesalve partners Lew Brown and David Kaplan. “This partnership strengthens both organizations by offering streamlined, single-source services that neither group offers alone,” said Lancaster.


Powerhouse Communications rebrands as Powerhouse+Co. In addition to the rebrand, the agency, which specializes in brand storytelling, media relations, social media and influencer programs, has introduced a new logo, website and overall agency persona. “The ‘+Co.’ in Powerhouse+Co. represents strength in numbers and our core belief in the value of teamwork, which is a concept we wanted to highlight in our new name since it’s so deeply ingrained in our agency DNA,” said agency CEO Kristin Daher. The new logo, which incorporates a fingerprint, refers to the agency’s ability focus on expressing the individual identities of its clients.