TrailRunner International teams up with Legends, which designs, plans and executes experiences in sports and entertainment, on a joint venture, TrailRunner Sports. Operating as an integrated business unit of TrailRunner International, the new initiative will focus on delivering communications and business strategy support to clients including sports leagues, professional teams, educational institutions, owners, investors and brands. Legends is currently partnered with such brands as Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees and Ryder Cup, as well as leagues and properties including the NFL, MLB, NASCAR and PGA of America. TrailRunner has begun an executive search to find a leader for the joint venture, who will serve as president for TrailRunner Sports. “TrailRunner has a strong and proven track record of delivering results for our sports clients, and this new joint venture will allow our firm to expand our core offerings into new areas of exciting service and growth,” said TrailRunner International executive chairman Jim Wilkinson.

Blue Engine

Blue Engine, which offers a comprehensive suite of services across the consumer lifestyle space, is formed through the merging of the strategic practices of ICR and Bullfrog + Baum. ICR acquired Bullfrog + Baum in June. Blue Engine’s services include public relations, strategic partnerships, events + experiences, branding, creative, digital marketing, social media, influencer marketing and crisis management. It is led by CEO Jennifer Baum, who was founder and president of Bullfrog + Baum, and president Seth Grugle, who is a partner at ICR. The agency serves clients across such market sectors as restaurants, retail, travel + tourism, beauty, fashion, health + fitness, CPG, wine + spirits and consumer tech.


Melcher Media, a book packaging and production company, is expanding into book marketing as well as direct-to-consumer and printing services. The company will work to help publishers and authors navigate the book marketing landscape with a range of services that include audience definition and development, author messaging and thought leadership, content strategy, influencer marketing, experiential marketing, book launches, and PR.. "With our expansion into marketing, direct-to-consumer, and printing services, we’re committed to helping the industry continue to evolve for decades to come,” says Melcher Media founder and CEO Charles Melcher.