Three Cheers PR, an alcohol-specialist agency that is a wholly owned subsidiary of 360PR+, is named PR agency of record for TINCUP Mountain Whiskey, part of Proximo Spirits' portfolio. Three Cheers will handle communications strategy, earned media and partnerships for TINCUP. In addition, the agency oversees fully integrated campaign work for Stranahan's Colorado Whiskey, also owned by Proximo Spirits, which came on as a Three Cheers PR client last fall. For earned media and programming within Colorado, Three Cheers is partnering with 360's PROI Worldwide partner in Denver, GFM/CenterTable. "TINCUP and Stranahan's share our passion for integrated work, and for seeing the consumer from all sides—not only as whiskey drinkers, but also travelers, outdoors enthusiasts and influencers in their own right," said Three Cheers general manager Rob Bratskeir.

air up

The Pollack Group signs up with air up, a refillable drinking system that flavors water by scent alone, as its agency of record to lead the brand’s public relations in the U.S. The agency will support air up’s PR efforts in the United States to position the brand as the hydration solution for Americans who don’t drink enough water and those who don’t like the taste of plain water. The company says that its scent pods cut plastic waste, using up to 88 percent less plastic than single-use drink alternatives. “The Pollack Group’s blend of direct client experience and strategic outlook convinced us that they were the right choice for spearheading air up’s narrative as our agency of record in the U.S.,” said air up head of public relations Laure Marc Martinez.


Scout Labs, Polllnate and Iris Worldwide are working with Seattle’s Museum of Pop Culture to raise the profile of MoPOP’s efforts to bring pop culture to the forefront of educational and entertainment experiences. Scout Labs, which will serve as MoPOP's communications agency will craft narratives and communication strategies to amplify MoPOP's influence and impact, Pollinate, MoPOP's marketing agency, will play a crucial role in enhancing MoPOP's visibility, engagement and connection with audiences worldwide. Iris Worldwide, a creative agency specializing in embedding consumer participation at the heart of brand activations, steps into the role of MoPOP's activations and experiential agency. “With their help, we’re not just envisioning the future, we’re actively building it, ensuring we continue to inspire, connect and transform our communities through the power of pop culture,” said MoPOP CEO Michele Y. Smith.