W Communications is named US agency of record for hotel and lifestyle brand citizenM. The agency will drive exposure for the brand and its plans to expand into markets including Austin, TX. The scope of work will include creative brand-building campaigns, partnerships and media relations. Launched in 2008, citizenM operates 30 hotels in 18 cities across the world, most recently opening a hotel in Miami Worldcenter. "The experience that W has within the lifestyle, design and travel industry will be instrumental as we cement our presence in the United State,” said citizen global PR manager Katerina Wagner.

Better Natured

CRC, a 360PR+ agency, wins Zotos Professional to promote Better Natured, its brand of vegan at-home hair care products, which are available at JCPenney Beauty, Amazon and CRC will be responsible for elevating and driving consumer awareness of the brand’s at-home hair color, as well as the broader line of Better Natured® hair care offerings launched at JCPenney Beauty. "CRC brings significant expertise introducing and building beauty and personal care brands for the mass market and stood out for their combination of insights and relationships," said Zotos Professional head of marketing, digital and consumer experience Michelle Ryan.

New Hampshire

Mason launches a campaign for the State of New Hampshire Paid Family and Medical Leave plan. The campaign includes the development of a new brand identity, creative, advertising, strategic messaging, web content, social media and public relations for the program. The plan, which was signed into law on June 25, 2021, took effect on January 1, 2023 and is available to all New Hampshire employers and workers. Coverage started January 1, 2023. “Mason provided strategic insights and a clear vision of marketing the Paid Family and Medical Leave plan to businesses and residents of New Hampshire,” said Catherine Keane, deputy commissioner of the New Hampshire Department of Administrative Services.

Atlas Earth

Segal Communications takes on AOR duties for virtual real estate platform ATLAS: EARTH. Segal will support the announcement of several partnerships that connect real-world spending with virtual earning. ATLAS: EARTH is a unique metaverse that is mapped 1:1 over the real world. Players using its mobile-first app can purchase virtual parcels of real estate and earn rent that can be cashed out of the game. “We selected Segal Communications because, with so many former reporters on staff, they are quick to understand the nuances of the so-called metaverse and the value it can add to the real world” said ATLAS_EARTH co-founder Sami Khan.